Always has been, always will be.
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The Rivalries.
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Rivalries in the NBA are fleeting. They seem to change every couple years with fluctuation of the free agent market. In the NBA it doesn't matter what jersey you wear or city you play for because the rivalry is between the players (e.g. Paul Pierce and Kevin Garnett's rivalry with the Miami Heat). College rivalries are fueled by history, hate, competition and proximity. Fans would sell the naming rights to their first-born child for tickets to see Duke versus North Carolina or Louisville versus Kentucky.
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