I like reading Matt Hinton's blog and recently he had a Texas - OU mailbag.  I don't really have any problem with the majority of his arguments but I disagree with this point he made:

"Home field advantage" is among the most ephemeral and overrated concepts known to man and location is the last possible factor to consider, when all the real information -- excluding hot streaks, neutral fields and other bits of amateur psychology -- covering the entire season has been exhausted."

Now we all know Texas Tech is a much different team on the road and a neutral field.  And we can agree that OU is pretty much unbeatable at home when they have a good team.  Texas has a pretty good home field advantage too.  I think when you have 2 quality teams playing each other, home field is one of the biggest factors in the game.