While I know the bitter birds are our oldest rivals, the thuggery of their late 80s side (so bad that I remember it even though I was only knee high at the time), I find it hard to "hate" hate them as my best mate is a die hard tesco bagger, plus the fact they never beat us, means for most of my adult life i've treated them with indifference, which I find actually annoys them a LOT.
No idea why, but I hate the dogheads far more than them.
I will admit to the occasional 25 years comment though whenever they start with that seal bollocks.