Actually ISU is the other 'half' of Iowa - Ames /Des Moines. UI is primarily Cedar Rapids/Iowa City and 100 miles east. Iowa population is not nearly on the scale of Texas but the center and western part of the state is likely to have more affinity with ISU so it's not an inconsequential addition. Same with Kansas.
Apart from Kansas, realistically it was either going to be ISU or OSU. Academically, ISU has one of the most highly regarded literature programs in the country and along with KU is ranked ahead of Nebraska. Not the 'home runs' additions that TX & OK represent, but not strike-outs either.
Have to wonder about having so many 'big fish in small pond' - LSU, Alabama, OK, GA, FL, A&M could all rate Top 10 in any given year. Finishing third/fourth in Conference (or even a Conference division) doesn't carry the same cachet as contending for/ or winning one, so not at all clear how smart this move is going to look for either TX or OK in a few years. Entirely possible the alumni and fan bases look back at this move in a few years with regret.