I have a theory on this. I believe this started in 2004.
In 2003, I suggested to the Student Association that we start a kickoff cheer. ("Gooooo STATE! Go State!") It failed horrendously for a variety of reasons:
1) Some idiot decided to promote it as a new "tradition." You can't start a new tradition. Traditions are things that have endured. We were just starting a new cheer. Something to say at kickoffs other than "oooooooo-OOH!" That word alone probably caused a huge amount of backlash.
2) They said to only do it on MSU kickoffs. Any other school does it every kickoff. I don't know what idiot decided that, but it hurt.
3) The game we tried to start it at was Alabama. Drowned out by the Roll Tide cheer. Plus, combine the above "only on MSU kickoffs" idea with the fact we got shutout 31-0, and it was just doomed to failure.
In 2004, I noticed a group of students doing the "Maroon White Fight Fight Fight..." cheer on kickoffs. This has slowly caught on. Only problem is that it is WAY TOO LONG for a kickoff cheer. Early on, the play had been blown dead before the cheer finished. So it started getting sped up to try to finish before the return man caught the ball. And that bled over into the "Rock and Roll, Part 2" cheer.
Basically, we need a shorter kick off cheer. Since we are promoting the heck out of "Hail State," I think something along the lines of "Gooooo STATE! Hail State!" would work. But it's got to be shorter. And something that won't ruin our other cheers, like this has.