from what I have read, it seems like the Georgia- Auburn rivalry is similar to the Michigan-Notre Dame rivalry-- it's more of a friendly, yet very competitive, rivalry.
I would not refer to UM-ND as a friendly rivalry. There's a lot of historical bad blood between the schools. In fact, ND fans have a saying: "SC is our rival, Navy is our friend, Michigan is our enemy."
Don't confuse the fact that our fanbases act civilly to each other for any kind of good feeling.