Utah fans are white trash, classless, drunk idiots. They're easy to make fun of because they are such low-class beings. They are either anti-Mormon or less-active.
Utah State fans, however, rarely leave the farm. Does Utah State have a non-agriculture major? It's just a cute little farming school on the border of Idaho. Throwing them a bone occasionally and playing them is the right thing to do.
Meaning, to Utah fans, you give them trash talk and get under their skin. Utah State, you act like they don't really matter at all.