To me it continues to promote the fact that Utah still views itself in comparison to BYU rather than to any schools in the PAC12 or in other P5 conferences. When BYU was in MWC we were so conditioned to cheering for teams in the conference because that would hopefully result in a "BCS Buster" scenario, but otherwise, schools within the conference are viewed as rivals and competitors and not as a unified group doing battle with the rest of the country.