Suppose you have a head football coach. That coach has done well for you. Very well. Leading your football program to a couple of conference championship games. He is 70-19 during this time. He backed into a BCS game as an at large, otherwise, he has coached teams to good games, New Year's Day games, but has a middling 4-3 record in those games, including an embarrassing blowout loss to a former traditional rival that was unranked coming into the game. Oh, yeah, he is 2-5 against his biggest rival.
His University has a long history of collegiate football excellence. Multiple national champions, though none in over 30 years. All of this despite a very profitable athletic program, one that has the very best resources in the nation and enough money to make them better. All of this despite the most fertile recruiting ground for college football in the world. In fact, his knickname was Coach February for his notable recruiting classes and wins in the recruiting wars.
Fire him, right? Not getting it done. Can't lose to your biggest rival that much and survive. He's gotta go. Somebody can do better.
You just fired Mack Brown after 2004. Now, who do you hire?