22 years in the navy and I have to confirm that no one cares. My only attempt was being a tourist at west point so for several years and deployments I had a Beat Navy coffee mug.
Outside the academies and rink knockers, you're right. The college football world loves the tradition, and the pageantry of the pregame. And the mug thing is funny as hell.
Still, it is the only game where all the players would risk their lives for the guy playing against him, and the people watching on TV