Michigan coach Brady Hoke started it, and Ohio State isn't backing down.
The Buckeyes, in fact, are taking the feud to another level.
Hoke irritated the OSU faithful to no end by repeatedly referring to the school as merely "Ohio" and then beating the Buckeyes in November to end a seven-year losing streak in the series.
After Urban Meyer was hired as Ohio State's coach, a schedule on the wall in the Buckeyes' football building popped up referring to Michigan as "The School Up North," a phrase often used by the late legendary Ohio State coach Woody Hayes.
And now comes word that there's another sign in OSU's football building mocking Michigan's academics by pointing out that a large number of Wolverines major in "General Studies."
OK, Michigan, your turn.
Fire back.
