In a well run program, there's several reasons for deciding on an OOC game. Obviously, you schedule a win. Usually the first team should be a team you can beat reliably - even if you're gonna play a poor game. That way, you can diagnose what went wrong and improve before conference play.
Another reason is fan engagement. Hated rival, historic contest, big name, etc.
You can play for recruiting concerns. Play a team in an area that the high schoolers can come watch.
Finally, especially in Texas, schedule a game for the other team's benefit. When you're a Texas type program, you got coaches, assistants, and grad students that came up through the ranks. Let a coach who's trying to build his program get on your schedule. He knows he's not getting the On3 five-star guys, but if he can offer a kid a chance to play on TV in Austin, it'll help him take the next step.