I've grown up in Utah. I've seen the Y vs U rivalry for years. But with the advent of sports tv and radio, local sports media lived and thrived off of causing a stir of contention on both sides and really helped fuel it to a great degree. Suddenly we are seeing "respect one another" adds, comments etc, which is great. But where was the media in all of this 20, 15, 10 and 5 years ago? They helped fuel the animosity and seemed to take great pleasure in doing so. They certainly gained a lot of viewership, listeners and readers from stirring things up. Glad to see that finally, the media is trying to steer things in a much more civil direction.