1) The ability to recruit.
2) The ability to go to a bowl better than the Poinsetta, and
if he ran the table one year, a BCS bowl.
3) Dallas is way better than Maryland. (I just spent last year living in Baltimore and it was absolutely miserable--although Annapolis isn't too bad, if you like the east coast.)
4) $$$$. Even though the base salary we offer will only be slightly higher, the potential for endorsement deals, etc. would be much greater at SMU if he was actually successful here. Remember that when they say Nick Saban gets $4 mil or $8 mil or whatever insane salary he gets, that includes endorsements, TV money, etc. Bill Callahan's 1.75 mil contract included only $800,000 in salary from the university. TV market is huge in Dallas--if we were ever to become a decent team again.
5) The east coast has no interest in college football...(let me clarify that as northeast.) My year in Maryland was the year that the Terps were ranked. Couldn't ever get sound for the Nebraska game at the bar because there would be about 4 people there to watch the Maryland game. The Navy alums are fanatic, but the interest is limited to them. Look at the Boston College coach leaving last year for a worse team in the same conference--said he left because he didn't like coaching in a town where the fan base cared more about the Patriots and the Red Sox than they did about their college team. (I believe he went to NC St? which I think was second to last in the ACC that year, but the fans show up to the games.)
6) He is friends with the athletic director and we have really decent facilities for a terrible program.
7) We are the only school other than Nebraska with enough interest in turning their program around that had fans tracking airplanes!

We are the only school with a purple hippo.
....Not saying he wouldn't have taken an offer if he had been the pick at Nebraska or was an option at Michigan, but between SMU, Duke, and GT, we have a decent chance for him.