IMHO, I think the reason why a portion of the fan base expects to have multiple conference championships in CUSA is
1.) "At Marshall We Play for Championships" was the mantra of the program and administration for a long time repeated in all media by coaches and players
2.) They backed it up by winning multiple championships. 8 in 14 years for combined SC and MAC championships impressively moving from 1AA and dominating MAC and being ranked #10 in just three seasons.
3.) They won multiple 1AA National Championships
4.) This is a weak football conference
As fans, me included, when I'm told repeatedly for years that they play for championships, and they actually play in and win them, then I come to expect that. When you go on a streak of not playing in them then fans start to question. I guess that's why they changed the mantra to One Herd and Herd Family.