"Midwest" conference(so to speak). Then teams from the east coast started joining in and now from the west coast. Some conferences are dying and others, like the Big 10, are growing. At some point these "Mega" conferences need a name change to reflect who they really are. With a name like Big 10, you’d expect 10 teams, not the plethora that are in it now.
When I hear or see Maryland, I don’t think Big 10, when UCLA joins, I won’t think Big 10. To me, when I hear Big 10 I think of the schools from the Midwest. But anyways, not really related to the OP’s question. Just my view on the Big 10