I think it is a combination of:
1) There is legitimate chatter that the Big 12 is evaluating expansion and UCF is on the short list of candidates IF the Big 12 is going to expand. Since this is true, we must put on a good showing IF they do start making phone calls. UCF didn't force WVU to mention the fact that the conference is evaluating expansion and WVU isn't going to go out their way to help UCF sell season tickets.
2) Regardless of whether the Big 12 actually expands, UCF can use this expansion propaganda as an opportunity to sell season tickets and increase donations.