Indy. For the most part, non-Utah BYU fans (in general) don't care nearly as much about the rivalry as Utah-based BYU fans do. They simply don't live it, nor do they have to.
The truth is, as a Utah-based BYU fan, it gets very tiresome having to listen to Yewt-fan rub it in our faces year...after year...after year...because BYU's coaching staff from 2005-2015 didn't put enough priority on winning the rivalry game and KS (giving the dude the benefit of the doubt he likely doesn't deserve at this point) is 0-2 in the rivalry game and likely to "improve" that to 0-3 this year.
Think of it this way...Your ex-girlfriend...you know, the one you've dated for years even though she's trailer trash in every sense of the word, happens to get invited to the ball by the (only) eligible "good looking" bachelor (within 1,500 miles). Of course she accepts. While it smarts a little bit, you decide to go your own way and move on...Hey, she's got a new boyfriend. He's good looking, but also blind, deaf, and dumb, but that's his problem. But, because of local politics, you have to see your ex-girlfriend at the homecoming dance nearly every year and, ever since you broke up, ex-girlfriend shows up with her buck teeth sticking out with her good looking boyfriend. Even though you have a much better reputation, more friends, etc. (making matters worse), all you can muster up for the annual dance is your ex-girlfriend's little sister from Ogden/Logan...who by the way has gotten into the habit of showing you up in front of all your friends lately...
So, NO, it's not about your ex-girlfriend...or even her little sister...it's all about the fact YOU lost your A-game...to the buck-toothed ex-girlfriend AND her little sister...something you have complete control over...