I am new to the Griz world, and maybe I am naive, but I've always thought of football programs from the business sense of you have to spend money to make money. And the old if you build it they will come mantra.
Now while it's been a while I am born and raised in the Midwest. But using comparable places or comparable population sizes people choose to go to school, play ball, and live in places like Fargo ND, Ames Iowa, Fayetteville Arkansas, Logan Utah, and Fort Collins Colorado..... Why exactly can't Missoula be a destination to go to school and to play sports? It's a destination in general, but you've got to move up first for the country to know it as a whole. FBS gets you even better recruits to consider the place, get them in the door and sell how special Montana is.
Look how schools spend enormous amounts on facility upgrades especially in undesirable locations just to get kids in the building. For example, as an outsider I look at the bubble practice facility and think it's kind of embarrassing, especially with the team across the state having a real one. Cheap decisions lead to subpar results.
Edit - should definitely add Laramie to this. Montana AND State should both be chosen destinations over U of Wyoming any day of the week. They shouldn't be above either and should not have a single nicer thing athletically. But again I am new, an outsider, my view is different.