The Southwest Conference would just as soon forget there ever was Saturday. Seven of its eight members—from mighty Texas and Arkansas to Baylor and Rice—took beatings. Texas A&M, a 24-20 loser to Purdue in the steamy Cotton Bowl, had to contend with Sophomore Mike Phipps, a Purdue quarterback who brings to mind Bob Griese. Phipps accounted for one touchdown and set up two others while completing 17 of 35 passes for 269 yards. But A&M's anguish is nothing to that of Arkansas. Before a partisan crowd of 53,000 in Little Rock, the happy Hogs came out to open their season with a laugher over Oklahoma State and ended up as stuck pigs instead, losing 7-6. After taking a 6-0 first-quarter lead, the Razorbacks stumbled the rest of the way, giving the Cowboys their chance to win on Fullback Jack Reynolds' 13-yard run in the fourth quarter. Texas Tech, the only SWC team to save face, did it against hapless Iowa State, 52-0.