The words “USC” and “villain” have always been synonymous. From the Pete Carroll era to celebrities on the sideline, USC and its Hollywood atmosphere has always been easy to hate. Even in the hapless years before Lincoln Riley was hired as head coach, USC felt like a sleeping giant stirring in its rest.

When Riley’s move to Southern California was announced, Oklahoma Sooner fans were incensed. Think Mario Cristobal to Miami times a hundred.

At the time of his departure, Riley was — and probably still is now — public enemy No. 1 in Norman. Sooner fans hate him.

USC fans love him.

Riley is the man behind the rebuild of the once listless Trojans. More than anything, USC is relevant once again and the Trojans have certainly done that in a unique fashion.

At the forefront of the sports revolution, USC has made the most of its national brand and boosters by building its roster through the transfer portal and athletes Name Image Likeness. That certainly makes them hateable.

And now that villain is going to the Big Ten.

From “the Conference of Champions” to the conference of powerhouses, the Trojans will join the likes of Ohio State, Michigan and Oregon, too. Long seen as the Ducks’ biggest rival in terms of West Coast recruiting, USC will be taking its national brand across the country as well.

Recently, Oregon has been the victor of these recruiting battles, namely beating out the Trojans for 2023 commits Matayo Uiagalelei and Rodrick Pleasant. The Ducks and Trojans have gone head-to-head on the field and in recruiting for numerous years, that much won’t change going forward.

It’s no secret that the Trojans — the team of Hollywood — can recruit. When Riley was announced as the Trojans head coach, players flocked to join him in Southern California.

Villains are never perfect though. USC has its flaws, and the rebuild is far from over. For all of his offensive greatness, Riley’s biggest weakness may be his loyalty. Former Trojan defensive coordinator Alex Grinch, who had been with Riley since the 2019 season, had been the main culprit before his recent firing.

Riley’s Oklahoma teams were consistently known for a star-studded offense and a lackluster defense. That much hasn’t changed with his move to Southern California. The Trojans — who were a win away from a College Football Playoff berth in Riley’s first season at the helm — lost their last two games largely due to their defensive incompetence.

Despite calls for Riley to fire Alex Grinch after the Trojans’ collapse late last year, Riley stood his ground. And, well, it didn’t work.

At all.

In Week 9, USC’s defense allowed 49 points to Cal. The following week, Oregon’s defense allowed 12.

“I believe this team can win the league,” Riley said after the Cal game to The Athletic’s Antonio Morales. “Hell yeah I do. Hell yeah I do. I know we can.”

Riley might have been saying that to convince himself. The following week, the Trojans allowed 572 total yards in their loss against Washington. The loss resulted in Grinch’s firing and dropped USC’s chances of winning the Pac-12 to about as low as the Trojans defense.

The offense is a different story. The Trojans are electric and hateable in their own right. 2022 Heisman trophy winner Caleb Williams makes USC tick. Williams, who came to USC along with Riley, is a superstar totaling 38 total touchdowns to just four interceptions.

Williams is great and that makes him hateable — his actions do, too.

During USC’s victory over rival Notre Dame last year, fans spotted a message on Williams’ nails for the Fighting Irish faithful.

“F**K ND”.

Amid his antics, it’s beyond easy to hate Williams, and he embraces it.

“I think it’s just another way of expression,” Williams told People Magazine.

It’s also a way to send a message.

That message has fallen flat thus far in 2023, and the rebuild in Southern California is far from over. But with talented incoming recruiting classes, the transfer portal and all of the NIL money in the world at their disposal, Riley’s Trojans will soon return to the top of college football. 

Team Showtime has been a team matinee thus far in 2023. However, the Trojans always have been Hollywood. A chapter of that will take place Saturday night in Eugene.