that is the approach that every coach in nearly any sport takes. You treat and prepare for all opponents the same because you are giving 110% to each game, regardless of who you are playing.
I don't defend Bronco for not taking the rivalry game more serious. What I am saying is I understand where he is coming from.
But to think that he didn't want to win the rivalry game is absurd. Coaches don't coach for the fun of it. The coach to win games. You may not agree with his method (as I don't), but that doesn't mean he is any less competitive than you or anyone else in this field of profession.