My wife and both sisters went to Miami and while you would never mistake any of them for die hard sports fans, they too were at best indifferent or aloof to the rivalry. My wife usually says "I want OU to win so you won't be grumpy if they lose (she is spot on there!)."
One of their off campus bookstores, Dubois, must still recognize it as a rivalry because I have seen this shirt sold in their store:
http://www.duboisbookstore.com/miami/MerchDetail.aspx?Mer... I think more than anything there is a rampant apathy towards athletics sans maybe hockey in Oxford. Our students could certainly improve but there is a significant difference in spirit in Ohio students.