I think it should be rivalry week.
I get why it wasn't before when we were in different conferences. It's rare to have a non conference game as the last game of the season.
Having it on Nevada day is interesting, and having a rivalry game not on rivalry week may help get the game on TV a little easier, but recent history shows that is not the case.
Having the game at the end of the year turns it into a mini-bowl game. A game that has extra significance with bragging rights and a huge trophy to boot.
ON down years it gives us one more game to get up for, to get a little excited about. On up years it may help determine bowl status.
Keep it at the end of the year please.