You raise a good point. I don't think anyone is saying that anyone else should be forced to participate. But, life is a series of choices. You can choose to do things that will be seen as socially benign or malignant. But you have to accept that malignant public decisions also make the "public" see you as an asshole.Meh, nobody has to participate. It's an invidual choice.
So, the Cheatin' Illini just gave Iowans another reason to think Illinois is a shady athletic circle led and supported by assholes. Afterall, isn't trashing Illinois always the right thing to do?