I have noticed this narrative brewing from up north for quite a few years now. They try to act like they really don't care and in turn it makes us look like a bunch of crazies because we care so much (yes, I am aware that our fanbase has plenty of crazies). I head up to Michigan every year for Thanksgiving and spend an entire day with Michigan fans. Back in the 90's, when The Game was before Thanksgiving, I was welcomed with all sorts of trash talk and Maize and Blue. Hell, I was even greeted with an MSU flag the year OSU beat UM but lost to MSU. The level of hatred was, or at least seemed, quite equal when they were beating our ass. Now, when I try to watch The Game in front of my family members from Michigan, I am met with "wow, you guys really care about this stuff, don't you?"
I understand that our level of hatred for UM is probably more than the hatred they have for us. Especially because we only have one rival and they have to share the wealth with MSU but as long as they keep acting like they don't care as much as we do, the longer they will stay in mediocrity. And I am cool with that.