It's not that it is a HUGE deal, it's NOT the Red River Shootout or the Iron Bowl - it's a medium deal at best.
It's that it was an even smaller deal to keep it alive. Like, if you made that one change to preserve annual Farmageddon, there is zero downside or negative impact to anyone.
The only thing that I can think of is they didn't want to do ANY protected rivalries at all, just rando the schedule completely. But they just couldn't part with AZ-ASU, KU-KSU, and UU-BYU as those are huge. So they have to bite down and have a few. But then how TCU-Baylor got included is beyond me, but whatever.