I see football rivalry to be one of the positive, largely unique aspects of the game.
Given that fans and media will gravitate to the games that have that rivalry far more than the games that don't suggests that the majority agree with that.
For the record I'm not saying football rivalries are anything to be sneered at (although Villa ain't no rivalry really). I love proper derby days, I just personally (and wish others would) show the same level of support for all games.