It's a combination of 3 factors:
I agree with both of you, but let me state it all together: A win on Saturday would probably be the greatest win in the history of the program. I don't say that lightly because we all know how important those 1995 Notre Dame and Michigan games were. We ended many long losing streaks that year as well as have had other major program building wins over the past 25 years.
But none of those games had anywhere near the stakes riding on this single game.
1) This game is an entire Big Ten championship on the line in one night. The whole season is on the line. Win and we're outright Big Ten champs going to the Rose Bowl. Lose and we're just division champs that had a nice year of Big Ten play in the West.
2) The opponent is 11 win Ohio State that's ranked in the top 10.
We don't have any signature wins against Ohio State in our greatest seasons of the last 25 years like we do our other rivals and other Big Ten powers. We've gotten scalps off good to great teams of everyone else in important years for the program... except Ohio State.
All we have from Ohio State is 1 win in the last 47 years in a year where we finished 6-6.
That win was like Purdue's this year or Iowa's last year. A great win but not attached to a great year.
This is the chance to add an Ohio State pelt to the wall with our greatest wins against ND, Michigan, Penn State, Wisconsin, Iowa, Michigan State.
3) The program building aspects as
@SmellyCat alluded to... a win this week will add another boost to recruiting over the next couple of years as we're going to start seeing benefits from the new facility and Hunter Johnson. Basically this would give us a chance to strengthen the foundation to extend this 4 year run to 7 years and then further out...
A win probably also means that we get a $300+ million stadium renovation financed within 3 years. Donors will be throwing even more money at Phillips...
This game has everything on the line in terms of upside for the program. It's like 2013 but on steroids. Every factor of that 2013 game amplified significantly.