1. Historically means nothing today. Back in Nebraska's era, you had facilities that were second to none, a great weight program, a walk on program that was phenomenal, and there were 105 scholarships per team(allowing you to stash talent when everyone played 4-5 years of college). And the OU/NU game was many times between 2 top 10 teams. None of this is true today.
2. Back in the Championship Era", there was limited TV market. The television world only showed games for the top 10-20 teams. The pulbicity world has totally changed. There was no ESPN/ESPN2/ESPNU, no BTN , SECN, FS1/2, etc. Today is a totally different landscape for viewing. The rest of the nation does not care about Nebraska, Iowa, Ohio State, etc, except when they are ranked ahead of their team. They are going to spend the day watching their team play.
3. Recruiting world has changed. All of the Rivals/Nike/Etc. camps, the star rating services, and the 7 on 7 competition. Twitter, Instagram and other social media has players recruiting each other.
4. Graduate transfer rules, 3rd year players moving onto the NFL, and coaches lasting 3 years or less has changed the landscape.
5. Conference growth and realignments into divisions has changed the landscape.
At the end of the day, you can try to create/desire a rivalry, but they are far and few between. If your desire is for a rivalry that means something to the rest of the nation, it just is not going to happen. The short attention span of the world will limit any new rivalries. Rivalries will be created between coaches that hate each other, fans that hate each other, and sometimes the media trying to create a rivalry. Rivalries can be passed down from generation to generation, but there is too much other entertainment in the world to occupy peoples imagination today, except here with a little friendly bantering.
Wanting a "Rivalry" is hanging onto the past. Your rivalry is the next team you play, and what was the outcome of the last 3 years playing them. The trophies are for show and tell, and what the media tries to extract out of them. The media needs a story, but the rest of the world does not care. I do not care about the Auburn/Alabama game unless it moves my team up the rankings.