STILLWATER — If having a world-class facility at your disposal is considered a dirty job, then 95 percent of major-college coaches would gladly slop around in the muck paid for by Boone Pickens. When the $180 million west end zone addition is completed next spring, the total cost to rebuild Rustoleum Stadium will approach $300 million. This will leave 300 million reasons why Oklahoma State football coach Mike Gundy and his Cowboys had better start playing games in January. OSU is shooting for its sixth bowl game in the last seven seasons, but bowl games don't carry near the oomph they once did. The Cowboys have played just one January bowl game in the last 60 years, yet they have a stadium that will soon be the envy of 100-plus Division I-A programs. Bluntly put, OSU football isn't worthy of what it has. Pickens has delivered the goods, and it's time the football program did the same. There are 60,000 other reasons the Cowboys had better start earning their keep. That is the stadium's new seating capacity. If you build it, will they come? Should they come? Why would they come? Former OSU coach Pat Jones has long professed having quality facilities will get you to the starting gate, but they won't carry you across the finish line. Pickens has supplied the brick and mortar. Gundy must supply the rest. The Cowboys and those who support them need to aim higher. It's time to start winning more games you're not expected to win. Since the inception of the Big 12, never has OSU finished higher than a tie for second. It also has finished third three times, fourth once, fifth six times and last once. When Pickens generously forked over millions, this was not his idea of being competitive. Nor is it Gundy's. Nor should it be. Nothing written in this column is news to Gundy. He knows if he can't bring at least a division title to Stillwater, his alma mater will hire someone who can — at any cost. Gundy should be OK this season. In 2009, when Boone Pickens Stadium is in all its glory, Gundy will be on the firing line. It will begin with a home game against Georgia, which could be defending the 2008 national title. That's when things truly will get down and dirty.