KWBears: Hate 'em, period. I was at Cal during Pete Carroll's U$C heyday and when the Trojans were winning big. No love lost then, no love lost now.
Ruey Yen: Even before attending Cal, I spent enough time at UCLA (use their library, play at their arcade, etc.) to develop a hatred for the Trojans. With them and Stanford being the lone private schools in the Pac, there is some part of public school pride. Moreover, the most detestable part of "Hollywood", the whole celebrity for the sake of being a celebrity, is essentially embodied by U$C.