Utahs TV numbers have been good. They’d be a top half in viewership in the new Big 12, if not top 2-3.
They don't get the Big 12 much in legacy media value outside of ad eyeballs, but in a future where active viewership becomes more important they will be a good brand.
However, rather than invite them, may as well see if the PAC implodes or waters down further. The more those things happen, the stronger negotiating position the Big 12 has.
Short of UW or Oregon, there's nobody left to poach right now that is going to result in a significant revenue boost for the existing teams in the league. But if Oregon and/or UW get a Big 10 invite, then even Utah is going to be willing to join with a deal friendly to the existing members.