I have to admit...I was "that guy" quite often during my years at ISU. But I wasn't flaunting it. You bring up pride - I was just proud to be a Hawkeye fan.
I think people that like to be "that guy" is funny. I had a friend of mine who is an Iowa fan come to the Iowa ISU game last year and he wasn't wearing any Iowa or ISU gear. I asked him why and his response was "I'm in Ames...when in Rome..." My girlfriend goes to the UofI and when I go to visit her I don't wear ISU gear. Why? Because its Iowa City.
I got nothing against "that guy" I just think its funny. I guess whatever floats your boat.