In any other circumstance, it would be an occasion to be celebrated.
Kansas, which has won one Big 12 game since its Big 12 opener against Iowa State on Oct. 10, 2009, took a five-win Baylor team with a whole lot to play for into overtime.
It (correctly) went for two points and the win, but didn't get it. Baylor wins 31-30 and reaches bowl eligibility.
But, none of that really matters when, as Kansas did, you enter the fourth quarter with a 24-3 lead at home.
Suddenly, that loss gets a lot harder to swallow, perhaps more difficult than any of the seven that preceded it for the Jayhawks (2-8).
The Jayhawks led Texas Tech 20-0 this season, but that lead evaporated by halftime. Holding a Baylor offense to three points for three quarters is impressive.
Blowing a 24-3 lead in one quarter is equally impressive for a much different reason. That matches the largest comeback in school history for Baylor, which is now bowl eligible for the second consecutive season.
The Bears needed just 17 plays to score three touchdowns and rack up 292 yards in the quarter, which featured Robert Griffin III touchdown passes of 36 and 67 yards, as well as a 49-yard run for a touchdown.
A rough day turned legendary in a hurry for Griffin, who finished with 312 yards and three touchdowns passing and 103 yards rushing and a score on 10 carries.
It's unbelievable late-game heroics for Baylor, but for Kansas?
Even more soul-searching and with no more home games left on the schedule, a bleak outlook remaining.