Talk all week centered on OSU's hopes for a Fiesta Bowl bid.
And while that opportunity was squandered Saturday, the pain extended beyond postseason plans for the Cowboys.
"Playing OU, that's big for our whole season," said OSU senior cornerback Perrish Cox. "Not just for us winning and going to a BCS bowl, that was big too, but just focusing on OU, that's big also."
No one on this Cowboys team has beaten the Sooners.
"We felt like we practiced well all week," said Cowboys quarterback Zac Robinson. "We felt good coming into the game. It just wasn't our day.
"They played well, they always play well at home. We knew it was going to be tough. We didn't expect it to be like this."
Cowboys offensive tackle Brady Bond missed his fourth straight game with what has been reported as an ankle sprain.
Linebacker Donald Booker was lost in the first half against OU, with what Gundy termed "an ankle." Booker did not return, although he tested the ankle on the sideline, albeit gingerly.
Backup cornerback Andrew McGee suffered what was likely a concussion. McGee was helped from the field after the game, with a trainer on each arm.
Home field advantage
The Sooners improved to 66-2 at home in the Bob Stoops era, winning their 30th straight on Owen Field.
Clearly, there's something to the home field advantage.
"Their fans," said Cox. "They've got wild fans. They do know how to get into a player's head, especially if you haven't played in a big away game like today.
"You drop a pass, they're screaming. You drop a punt in pregame, they're screaming. It's kind of tough for a lot of young players."
Cowboys get commit
The news wasn't all bad for Oklahoma State during Thanksgiving weekend. Offensive tackle/defensive end Davidell Collins of Bearden, Ark. has committed to OSU according to GoPokes.com. Collins chose OSU over Louisiana Tech, Tulsa and Arkansas State.
The 6-6, 254-pound line prospect is the Cowboys 26th verbal commitment for the Class of 2010.
Shock and awe
The Cowboys have endured some tough times in Norman, routed now in four straight trips to Owen Field.
Considering OU's struggles this season, few saw a shutout coming.
"I thought we would perform better on offense," Gundy said. "I still think they're pretty good on defense and they can make some plays. I thought there would be some challenges in matchups with their defense.
"When it starts to snowball, it starts to turn and the other team feeds off it and it's really difficult to get something going."