I will just explain it from my standpoint. I am sure many on here had similar experiences.
Most of us have many friends and family members that are hawk fans. Most of those hawk fans are insufferable when they win, when they beat ISU, when they have more than ISU, when they have a better season than ISU etc. Many of them are insufferable regardless, period.
I grew up surrounded by hawk fans, in an area, that was during that time probably 90% hawk fans. Outside my immediate family I was pretty much the only Cyclone fan I knew for years, in my extended family, in my friend group, in my elementary, in my high school. Literally, I knew more Nebraska fans even though we were on the other side of Iowa than I knew ISU fans. I even knew some people that went to ISU, but still were Iowa fans. I grew up through the long long losing streak. I grew up in the years of suck. But, I was always a Cyclone fan. I grew up in a time where you might get to see ISU on TV 1 time a year, if I was lucky. But, I was still a Cyclone fan. As long as I can remember, as long as I ever liked sports, I was a Cyclone fan. I dealt with hawk bullies, hawk arrogance, hawk trolls (before trolls were called trolls). Hawk fans were insufferable, they were terrible to be around, family members were absolutely awful when any kind of sport subject came up. Not to mention all the other regular talking points, like Moo U, Cyclones dont know their colors, Cyclones only want to be like the Hawks, its the Cyclones super bowl, being called the little brother etc etc. Not to mention the things they are known like throwing full beers at people, dumping cups of piss on people etc.
So while I would like to root for the hawks, while I would like to believe them doing good makes us look better, etc. I just cant. I despise the hawks. I truly hope they lose every game in every sport, for having to deal with their insufferable fan base. I quite frankly hope they are so bad they decide to fold up their Athletic Department and never play a sport again. Frankly, it would be better just to close the place down in my book, than have to ever deal with another hawk fan.
But that is just my experience, in why any day the hawks lose its an ok day, any day ISU wins its a Great day, any day that both of those happen in the same day, its an awesome day!