I'm a player who has an NIL deal and is getting paid by the local auto dealership. All summer, as I've shot ads for the dealership, the guy writing the checks has told me how much he hates BYU and wants me to beat BYU. Do you think I forget that? Seems unlikely.

The entire point the guy was making was that they've been hearing that they need to beat BYU since BYU was put on the schedule. And since the game is this year, they've been hearing it all offseason leading up to fall camp. So it isn't about - oh, this week some locals are going to say "hey, beat BYU!". It's about the fact that they've already been hearing it year round - to the same degree (and maybe more) that they've been hearing that they need to beat their CSU rival.