What a stupid slogan. The conference has now announced that they will declare co-champions if TCU and Baylor both win, so that they don't force the hand of the committee. I hope they both get left out.
http://espn.go.com/college-football/story/_/id/11964184/big-12-present-tcu-baylor-co-champions
A couple of interesting notes:
1. If they both win and are left out of the playoff, then they will send Baylor to the Sugar Bowl as champion.
2. No mention of K State, even though they could also end up in a tie for 1st. If they would declare TCU conference champions in that instance based on head-to-head then this whole thing descends even further into farce territory.