Sounds like a league that knows, and accepts what they are, as opposed to having delusions of grandeur.
Well. I don't know if it's marketing spin. But it's definitely a niche. They take pride in maximizing athletes classroom time instead of flying them all over the country during the season. Coastal Carolina however must not have found value in it, as they bolted for the Sunbelt Conference last year. Football drove that decision as is often the case. That conference footprint now extends from Myrtle Beach all the way to Texas and points in between. My kid has a former club teammate from North Allegheny who plays at Coastal. She now spends half her season on airplanes. Not what she signed up for when she committed, but the travel can be cool.
Bringing in Hampton and Upstate make up for a couple schools like Coastal who left for football reasons.