Not only should we play Iowa ever year, we should be in a conference with them.
Great Plains Conference
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Illinois Fighting Illini
Iowa Hawkeyes
Iowa State Cyclones
Kansas Jayhawks
Kansas State Wildcats
Minnesota Golden Gophers
Missouri Tigers
Nebraska Cornhuskers
Northwestern Wildcats
Wisconsin Badgers
You want sold out games, intense rivalries, away fans, and entertaining games, then setup college football and schedules like that, not more P5 versus Sun Belt tomato cans.
Those who aid and abet the mentalities that lead to bland, boring games and poor match-ups and diffuse, diluted conferences with little commonalities or reasons to care about each other have a special place in hell. This goes for non-elite P5 schools (and both ISU and Iowa count) dining on cupcakes and for elite schools and conferences who design schedules so they do not have to play each other often, too. I mean, this is how you ruin a sport, right?