The problem for us is we are historically the superior club in the rivalry, therefore we don't seem to have the hatred of them that they do for us. Some town fans dislike Oxford, but the oxford fans I've come into contact with loathe us with an absolute passion.
We need some of that passion.
Being an O*ford fan is defined by an irrational hatred of Swindon....being a Swindon fan is a bit different...it can include a loathing of O*ford, but isn't compulsory....take my generation I'd been going to games for some years before we even played O*ford. There are sizeable numbers who reserve their real loathing for all things Bristhole.