To add some perspective on the "rivalry" from Iowa's point of view, many/most eastern Iowans view this game the same as many western Nebraskans do. We actually did a poll on our board this year asking which team we considered our greatest rivals/why. The results were split, with the reasoning being geography. Most eastern Iowans found Wisconsin to be our greatest rivals (with the ones in the Quad Cities area disliking Illinois a lot). Northern Iowa fans have an intense dislike of Minnesota, and western Hawkeyes dislike Nebraska.
I'm a Hawkeyes fan living in Omaha and I didn't care for NU before they joined the Big Ten. The conference re-alignment only fueled my dislike for them, to the point that I would consider the Huskers my "most hated rival." A win over them means bragging rights for the year, while a loss means I get texts from more than a few Husker fans rubbing it in.
I guess my point is that some of you seem to pretend that all Hawkeyes fans consider the Nebraska game our "Super Bowl," and that simply isn't the case. In fact, while I believe someday, this will be considered a solid rivalry, I'd guess that either half to the majority of Hawkeyes fans would consider this game our third or fourth biggest game (with the 4th being the dumb minority who like the Iowa State game).
Best of luck in the bowl game, and looking forward to more good Black Friday games in the future!