This is apparently a whole thing for Wisconsin fans, alongside their prefab dancing to terrible rap songs. "Eat shit" returned by "Fuck you!" is a student section chant, something as creative as, oh, "rah-rah-rah." Regardless, the truly clever exchange is now available on T-shirts, which the classiest of classy fans wear to the games and then get themselves onto TV while wearing. Like here.
(Also there was a punt returned for a touchdown.) [BTN]