Missouri needs the rivalry more than Kansas does. In football, nobody gives a flip about the game outside of the two fanbases. I've been alive for 36 years, and the game has had national importance once. So discontinuing it really doesn't affect either team, aside from bragging rights. In basketball, the game gets some national attention, almost entirely because Kansas basketball is always really good. So we either get the, "Highly ranked Kansas takes on bitter rival Missouri, a game that's always tough for KU." (Except for the 65% of the time we win.) Or, occasionally we get, "Kansas and Missouri--two ranked teams that hate each other--go toe to toe for conference supremacy." (Or, more likely, KU is playing for conference supremacy and MU is playing for 5th place.) But the vast majority of the time, the game gets attention because we're really, really good. In a non-conference scenario, we could play games with much more national interest. Teams like Arizona, Duke, UCLA, Mich St, Syracuse, UNC, UK, Florida, etc. Those games are much better for our national brand than a regional game that usually only gets hype because we're highly ranked and Missouri has a puncher's/rival's chance at actually beating us. Aside from "fan interest" (and most KU fans I know don't want to play MU anymore), you can't name one reason playing Missouri OOC is a benefit to KU.