in that conference hated our guts and wanted to beat BYU more than any other team in the conference and felt that they were our rival. That feeling was not reciprocated by BYU.

In the PAC 12 everyone wants to beat big brother USC who is still seen as big brother despite the mediocrity of the past decade. But just like BYU of the old mountain west, they see the rest (except maybe UCLA and Stanford) as just another game. They have their set rivals which they play every year (Stanford, ND, and UCLA) and the rest are just on the schedule most years because they share a conference.

This declaration from K Whitt about this being a rivalry is about as little brother as it comes.