You grow up next to Aggie families. Sometimes family members decide to go to the other side. Sometimes because they got into one or the others schools. Sometimes uncles, aunts, brothers. Rarely do you know a sooner family, at least when I grew up, they didn't exist. Usually Aggie families are totally Aggie. Kinda country, and they spend every hour of their lives hating and saying stupid jokes about Longhorns only they see as humorous.
To not get it is crazy to me. Its a little brother that fights back and you love and hate at the same time. And it is not a horrible school by any means. And... It has taken many of our children that were turned away at Texas that wouldn't have been 20-30 years ago.
I have a daughter at both. At least where I was from in South Austin, you only hated OU once a year, and you couldn't wait to hammer the Aggies, and they couldn't wait to play you either. Watching it with your extended family at Thanksgiving time was a big deal, and going was bigger.
Pac 10 schools rarely came up in Texas, and nobody really knew where those were either. You never/rarely watched them unless it was a massive game.