So here are some of the basics for college preferences not in any particular order:
1) Close to Mom and Dad (parental influence)
2) Program strength and stability
3) Relationship with coaches
4) Coaching acumen (for winning and prep for NFL)
5) School culture in general
6) Academics
I think #5 is huge (all things being equal) if it comes down to UT or A&M. There is clearly a difference. Not trying to be political (it's just an example): it's almost like being pro-life or pro-choice. The difference can be stark in some ways.
#1 is probably a push here in-state. Hell, sometimes we hear that recruits in the DFW area are swayed to OU because Norman is closer to DFW than DFW is to Austin.
#3/4 are key in their own way; the relationship (#3) with the recruits and their parents are hard for any of us to judge because we're not there. That leaves #4 which we can argue all day long. A&M has had two 5-star quarterbacks transfer. That is huge to me. It's a big red flag. As for Texas, the won-loss record under Charlie is what it is. There appears to have been some obvious mistakes made in the previous coaching hires (coordinators). Now, Charlie has allegedly stabilized the coaching situation. We'll see, but that is the aura being projected right now. The other positive is the great performance of last years recruiting class. This is very much a cutting edge situation (the baby is just learning to walk) in terms of rebuilding the program. It may well be that an incoming freshman likes to see the open opportunities and the proof that Charlie will play them.
Who knows... but I think there are reasons why a recruit would come here over A&M and there are reasons a recruit would choose A&M over UT and it's not all logical. The culture of the school is a big deal in my mind. A&M is A&M. They are what they are and some people just hear that siren call. As for Texas, the big difference is that it is NOT A&M, it's the flagship and has a great history; unfortunately that history means nothing right now because it's all about Charlie.
We'll see what happens.