First off, I see some iowa fans saying ISU Marketing is copying iowa...those things are NOT being "marketed" by ISU. They're hashtags on Twitter.
1. AHF was created by Wide Right website. It was used by Campbell as a hashtag...once. I'm guessing he was needling iowa fans, but it's not like it is a helmet decal. That thing has been discussed ad nauseum. ISU fans find the whole thing disingenuous. UI does very little to help farmers while some of their fans consistently make fun of agriculture and ISU's ag programs.
2. That team out east is a response to BF's those guys in Ames. Yeah, he stole it from tOSU, but he is an Ohio guy. IMO that is just having fun with the rivalry.
3. Move the Rock is the hashtag Campbell used. Not Break the Rock. It's a dumb motivational phrase, just like Iowa's is a dumb motivational phrase. Other people use it too. Iowa did not invent the usage of motivational phrases for FB teams. Just like "All In" that Chizik used and many copied, or "Win the Day" or "Play like a Champion Today".
4. Countdown clock. This might be the dumbest thing to be upset about. I'm guessing just about every team has one of these. EMCC had one in Last Chance U. You replace the bottom plate with a new team every week. Iowa fans on twitter went crazy talking about Superbowls when there was literally a video of Campbell taking down the UNI sign and replacing it with the iowa one.