Feels that way to you because it's your rivalry. CU-Nebraska was bigger than this and they killed that and haven't looked back. The landscape is changing and frankly if you haven't noticed whether Utah fans care as much as we do about it today, you need to open your eyes. BYU needs the rivalry more than they do now. The end. That's why they shouldn't play it. If they are smart the balance in fandom will shift to the point that BYU fans will be fans of both just as Buffs fans also like the Broncos. In 5-10 years that's how wide the P5-G5 gap will get. They can accelerate that process locally by not scheduling BYU.