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Rivalries like the one between Ohio State and the University of Michigan can bring out great passion . . . and insensitivity.

A photo on Twitter shows fans in Ohio State University garb with the comment "Truth" by a news and marketing site called Barstool Sports. As you can see, it shows a banner that says "Michigan Girls: More Diseased Than Flint Water."

Amid more than 900 likes and over 400 retweets, some condemn the Buckeye attempt at humor. 

"Delete your account," sggests Dr. David H. Gorski, a cancer surgeon at Wayne State University School of Medicine.  

Kenya Bell says the image is "classless and shows no empathy." Another critic calls it "disgusting."

In a Detroit Metro Times blog post Sunday, Jack Roskopp writes: "This tweet needs to be taken down.."

Ohio State ended up beating Michigan in Columbus on Saturday after two overtimes, 30-27.

Read more: Deradline Detroit