I think it's you that don't get it. Recruits get excited about trend setting schools, schools that stand out. I'm not sure if you ever played a college sport, but it's true. Oregon ruotinely ranks near the top of college football in unis, and recruits take notice.
ESPN article on uniforms and influence in recruiting, with regards to Oregon and others: "Eventually, the school in the middle of nowhere became the trendiest program in college football."
""Swagged out" uniforms not only help prospects take notice of a program, they can be a difference-maker if the recruit is struggling to choose between two relatively even programs."
Iowa's current unis are ok, but in no way do they stand out from the pack in the college football landscape. But hey, complacent mediocrity is a "trend" Iowa can really own I guess.
http://www.espn.com/college-sports/...all-recruiting-uniforms-selling-point-schools