Lopsided in recent years or not, the Ohio State/Michigan rivalry runs deep, filled with vigor on both sides.
As Jim Harbaugh heads into year two in Ann Arbor, that intensity is only expected to rise following the Buckeyes 42-13 trouncing of the Wolverines in 2015.
For now though, the rematch is more than six months away, though the battle apparently rages on in words.
With seemingly every other coach and commissioner in college football offering comment on Michigan's weeklong spring break trip in Florida, Tuesday, it was Ohio State athletic director Gene Smith's turn to offer his thoughts.
"Is it creative?" Smith pondered. "Does it help from a recruiting and marketing point of view? I get that.
"If we were jumpstarting our program I'd probably try and do that, too. But we're not jumpstarting our program. We're in a different place."
Almost immediately, social media was a buzz contemplating whether or not Smith's comments were in fact blatant or veiled shots at Michigan.
One person appearing to be quite offended by Smith's remarks is Wolverines' head coach Jim Harbaugh. Never afraid to speak his mind with cryptic tweets, or most recently right-handed jabs at Georgia coach Kirby Smart and Tennessee coach Butch Jones, Harbaugh didn't hold back on Smith.
Hoping to come to the defense of Smith, former Ohio State running back Ezekiel Elliott got involved with his own post:
Safe to say the Urban Meyer/Jim Harbaugh war should make for great drama.
Early this morning Smith did his best to lessen the drama by issuing an apology via twitter.