Personally, I'm okay with this, because I like flying under the radar.
For me, though, going right back to 1972 and the WHA, the Jets' main rivals are the Oilers, Flames, and Canucks, and that dates back to Jets v1.0. I have a dislike for those teams that Minnesota will never equal, but that's just me.
At the end of the day, for me there are two teams in the NHL - the Jets, and the nameless, faceless "other" team, and none of them matter to me. It's why, during their 15-year absence, I didn't watch a single NHL game; the entire league was the nameless, faceless "other", and I had better things to do with my time. Watching sports, to me, is pointless unless I have someone to cheer for.