I am definitely in the pro-West camp on this one, though I totally understand wanting everyone else in our division to lose so we look better. But here is my thinking:
The East is overpowered right now with the "rock star" hires of Urban Meyer and Jim Harbaugh. All the national press cares about, really, is them. That pisses me off, because A.) I view national sports media as extremely stupid and having the attention span of a 2 year old, but it is very loud, and B.) I want these "high and mighty" coaches kept honest or knocked down a few pegs.
We can accomplish that by having the West consistently challenge the East. I think we're on our way to regularly being the #1 or #2 team in the West in any given year, with Wisconsin and Iowa being the #1 and #3 teams (sort of a rotating top 3, depending on who has the strongest year). I don't see Minnesota, Illinois, Northwestern, or Purdue being that good any time soon. So far, I'd say Paul Chryst is an excellent coach, and I am really liking Riley and Co a lot these days. Neither of them are big over-sized personalities or coaches that get all of the exposure of Harbaugh or Meyer. So, being able to go out there and knock off one of the top two teams in the East, fairly consistently, would only raise the prestige of the B1G overall, and the West in particular.