I have wondered the same. I know they have been a very successful program over the last decade+, but for them to pull top 5 national players from halfway across the country is puzzling for the following reasons:
1. It's a small school in Spokane, WA. Nothing sexy about Spokane and it's not easy to get to.
2. Well over half of their games are against crap schools that can't be exciting to play against.
3. Most of their games, even if on TV, are late night when no one is watching.
I am not saying there is no appeal in going to Gonzaga, but can't see how anyone would pick there over a lot of other options that top 5 players have that would seem to be much more appealing on a number of fronts.