One major reason why people resist change is the potential for loss on a personal level. Obviously your proprietary loss is more personal although objectively that may not be true at all.
"Completely lost its lustre?" I don't think that's true at all. I thought the intense series in Madison towards the end of the season indicated the MN/UW rivalry was very much alive and well. The hockey rivalry has its history and significance for older fans who remember the 1970s, and the legendary coaching reigns of Bob Johnson and Herb Brooks, which is when things REALLY heated up. The series rivalry may not be as intense now as it was that era, but it is still very much alive and well. For students on campus, it's always rivalry time with UW in any sport. The
Border Battle Cup involves a MN/UW rivalry that encompasses virtually all sports (minus 6 sports) played between the two schools, in which the Gophers are currently leading in points this year.
Frequency of meetings does not usually cause rivalries to dissipate. BC/BU typically play each other 4-5x yr. and many would argue it is still the greatest rivalry in college hockey. IMHO meeting Mich. 4-5x yr. may intensify the potential for a big time rivalry between the two schools. Although dominated by Mich. the two schools have a rivalry history in football, which usually extends to other sports as well.
Advantages of the BTHC
1) Big Ten name recognition/academic/athletic reputation will provide unique recruiting opportunities. The Big Ten Hockey Conference will be the only Division I conference to have all its members in the prestigious Association of American Universities. Only 68 of the nation's most prestigious public and private universities belong to the AAU which awards over 50% of all doctorate degrees in the US.
2) Increased TV and media revenue: The conference's Big Ten Network reportedly provides as much as 88 cents per month for every subscriber to the network, and in the 2008–09 fiscal year, the Big Ten Network alone distributed $6.4 million to each of the conference's 11 schools.
3) Enhanced college hockey exposure into new media and recruiting markets for Big Ten schools.
4) Established rivalries:
Michigan-Ohio State
Michigan-Michigan State
Minnesota-Wisconsin
Ohio State-Penn State
Michigan-Minnesota
Michigan-Penn State
5) Expansion opportunities to include other Big Ten hockey programs (Iowa, Illinois, Indiana, etc.).
6) NC games with the WCHA rivals (i.e. UND) and other conferences (CCHA).
7) Big Ten schools will consider scheduling adjustments to financially supplement smaller schools affected by the formation of the BTHC (i.e. Bowling Green, Lake Superior St., etc.)
It seems like every year around NCAA college hockey playoff time, fans complain about college hockey's lack of recognition and exposure by leading media outlets (ESPN). Much of that is related to geographical and sociocultural knowledge, values and preferences attached to specific NCAA sports. Expanding market influence is the only way to elevate the profile of NCAA hockey and further develop the sport through expansion and exposure on a larger geographical scale. In my view, it's very possible the WCHA may be split up eventually to allow for a western expansion. Even
California schools like UCLA, USC, Stanford are prime for NCAA D1 hockey programs as a part of a western expansion agenda. Dean Blais said recently in an interview during the F5 that he's made numerous scouting trips to California and stated, "the talent is every bit as good out there as anywhere else in the country".