I know we like to diminish it, but the wave is cool and I think it makes a difference.
Sadly, a not-insubstantial portion of the Iowa fan base has used the wave as yet another thing to try to lord over ISU fans. They've managed to turn something good and pure that everyone should rally around into another reason to divide the fan bases. Naturally you're going to have ISU fans responding in kind.
There was a hint of where this was going a couple years back when the wave was still new, and there was a mini-groundswell among Iowa fans online to get ISU to do the wave at its home game during Iowa's bye week. It was obvious even then that this was a bad-faith PR stunt, the obvious subtext being that ISU would look bad if it declined to take up the idea.
Just this week when ISU announced its facilities plan, I read a response tweet that basically said, "this looks nice but I'd rather have the wave." It was nonsensical on a number of levels but it's really gross that someone's first instinct when hearing about completely unrelated ISU news was to invoke the wave.
I would hope there are few Iowa fans that think that way and I realize that social media and message boards probably magnify their reach. But I also understand why some ISU fans wouldn't embrace the wave in the way Iowa fans do.