Sure, but we were talking KU rival territory. That's not it.
Perhaps, but the problem is to have a real rivalry the other team has to win once in a while. Since ISU had actually won two straight against them with last year's Big 12 tournament and this year in Ames, that was as competitive as any team had been against them.
Consider, since the beginning of their ten year title run (shared or not), these are the league teams and how many times they have beaten KU. (including Big 12 tourney games)
OSU - 5 (14, 13, 10, 08, 05)
KSU - 4 (14, 11, 08, 06)
ISU - 4 (15, 14, 12, 05)
MU - 4 (12, 09, 06, 05)
UT - 4 (14, 11, 08, 06)
BU - 3 (13, 12, 09)
Tech - 3 (09, 07, 05)
OU - 2 (13, 05)
WVU - 1 (14)
TCU - 1 (13)
aTm - 1 (07)