I mean I suppose you could, but why would you want to just arbitrarily pick a school to associate with?
When I was a kid, I arbitrarily had to choose. I only had two relatives that went to college, and they both went to Wichita State. There was no way that I was going to root for Wichita State. I didn't like KU, and I didn't have any connections with KSU at all, so rooting for them really wasn't in the cards.
I think some people pick those teams as kids and hold on to it. Especially, if you were a fan of a school in a different state, but you ended up going to an in-state school or something.
I don't follow Duke with the enthusiasm that I did back in high school, but I do watch a handful of games each year, and I do follow them in the tournament. I really don't care if they win or lose, but I'm happy when they win.
Now, compare that with KSU, and there are times that I feel physically ill when they lose, so it's not like there's really a comparison any longer.