I'm 53. My guess is it started when BYU started consistently beating the utes in the 70s. They got worse in the 80s, due to BYU dominating even more that decade. By the 90s, they we're perfecting the art of toxicity. McBride seemed to keep it respectful for his part. Then Urban took the jerk ute attitude to a whole new level. One that Kryle embraced and perfected with his petty antics.