It's horrible. My wife is from Huntsville. While she has been converted to UGA (she had no real UA affiliation), there are plenty of others that I have encountered that are hard to bear. A No 1 is my mother-in-law. Come to think of it, she does kinda look like Big AL when she dons her "BAMA" sweatshirt. She falls into the not stepped foot in a classroom group. She was with us on NYE watching the games. Now I'm usually a SEC guy but I was so hoping Sparty would pull a miracle so it would knock the smugness down a notch or two. She was also at my house for the Bama romp over UGA.
On the other hand, one of my best friends and his wife attended UA both professional people. And my wife's aunt's boyfriend is an Engineer (I know he sounds old but hes around 50). These folks could not be any more gracious and you can actually have a two way conversation regarding football with them.
So, yes. I know what you mean.