The series is detrimental to ISU. They need the automatic home win, more than they need to put all of their emotional eggs in the Beat Iowa basket.
Even when SpinDMC had them winning their games against Iowa, it was clear that his team spent way too much emotional energy in the process, and subsequently stunk up the ends of their seasons, afterwards.
Its a lose/lose for both programs.
State population is too small and both programs could use the OOC game to gain some traction in more fertile recruiting grounds.
End of story. End the series.