fan/player/coach i wouldn't even acknowledge it as such. it's a "conf division game" nothing more.
if we ever get into B12 this is like them pairing us with ISU. they aren't a rivalry and never will be. given recent history TCU is a "rival", heck even texas could morph into a mini-rivalry, but ISU will never be our rival. i'll be glad to play them as a conference foe cuz it means we're P5, but i'd purposefully never refer to them as a rival.
UU is our only true rival.
BSU and USU are turning into a pseudo-rival. in 20 years if us and ND start playing a 13th game every year we could be "rivals"...but other than that a program like ISU will never be our rivals, just like CU will never be UU's rival.