I posted when we were speculating about what bowls teams would get, the one chance MSU had it going to the Rose, was that everyone knew Ohio State fans were not going to travel for it. But I believe the way it's written, the rose automatically takes the next highest ranked Big Ten team, no matter what.
I think the Rose Bowl still means a lot to the other 13 teams, give or take a Michigan, but I do think by and large there is a little bit more reluctance when you lose your way in. If Ohio State had suffered a second loss earlier in the season, to Nebraska or something, but then beat Michigan and won the CCG, to get in, I think you might see somewhat more interest