For me, the biggest thing is feeling. Does Iowa feel like a rival to any of you? Can you honestly say that you think of that game any differently than you do games against any of our other conference opponents? Do you feel particularly elated by a victory against them, or crushed by a defeat? Do you think any of the players circle the date of the Iowa game as "the one we gotta win above all else"?
I don't know about you, but for me, the answer to those questions is no, and it's not even close. Yeah, obviously I want us to beat Iowa, but no more so than any other conference game. Until that changes, I can't see Iowa as a rival.