I think so. Things were headed in that direction a little bit before the Dark Ages of 2008-10 and the realignment put a damper on things. But like you pointed out, there's no third rival on the schedule anymore, and no regular OOC opponent to take that spot.
The most critical thing might be the fact that we play them at home in the years we play MSU and OSU on the road. Therefore, they become the marquee home game every other year, and being the anchor of our home schedule in those years means that our desire to beat them in those years will only increase.