I'm convinced the Athletic Department provides every new OSU coach with the manual "how to lose in the spotlight" that is mandatory reading.
I've become accustomed to us losing in big games recently, but for me this goes all the way back to 1970 against Stanford in the Rose Bowl.
Upside is we are so good we get lots of opportunities; downside is it seems we don't take advantage. Reality is that we are 27W-29L in bowl games all time; 13-11 in the 2000's.