When I enrolled at UM in the late 70's, virtually every political office, state and federal, were held by Democrats. Two Senators and one of two Representatives, Governor and most elected officials, and both houses of the Legislature controlled by Democrats. Unions were big in Montana. Extraction jobs at unions wages were all over the state, and union officials had significant clout. The people had just passed the most progressive (liberal) state constitution in the nations. The Viet Nam war was not long over and UM was the center of war resistance. UM was the Harvard of the West with an impressive record of Rhode Scholars. MSU was a cow town where hippies were beat up on a regular basis. It was really a joke of an Ag college posing as a University.
Montana demographics has drastically changed. Liberal Democratic environmental policies killed the extraction industries and the union jobs that went with it. As the computer age dawned MSU grabbed hold, especially the engineering arts. As the smaller colleges were divvied out to the flagship U's, MSU started adding duplicate programs in teaching, nursing, and business.
The point is as Montana demographics changed and the business landscape evolved, MSU adapted and UM held on to it's snobbish liberal arts sceptor. Is it any wonder Daines, Gianforte and Chris Nelson all developed their companies in the Gallatin Valley? Living now in one of the smaller counties in this state I can tell you there are still lots of older UM fans, but most people see UM as a place your kids go to get indoctrinated in political thought the parents' vehemently disagree with. Perception is reality and the job Gwen did turned the flat or downward enrollment trickle to a downpour. And given no one at UM seems to know how to use social media too turn that image around, this is deep hole that will stay that way for the foreseeable future. It doesn't help that we are an aging population as well.