Generally yes, but it's happened before.

Speaking strictly from a Nebraska fan perspective, we had two rematches in our bowl games in 1978 and 2010.

In 1978, after being on a 6-year losing streak to Oklahoma, Nebraska upset the Sooners to keep them out of the National Title picture and put themselves up for contention. However, because Nebraska lost to Missouri to end the regular season, they split the Big-8 title with Oklahoma, and the Orange Bowl committee decided to have Nebraska-Oklahoma in the rematch, a game which Oklahoma was more than eager to play and win.

In 2010, we had defeated Washington 56-21 in the regular season, and in the conference title game we gave up a 17-0 lead to lose 23-20 against Oklahoma. We were given a Holiday Bowl bid but we had to face Washington again, and we lost that game 19-7.

Rematches are not always a bad thing, but it generally doesn't benefit the team who won the previous match-up, and it doesn't usually inspire the players to face them again except to get revenge. Which would you be inspired by more, a possible out-of-conference match-up in a neutral site game in a warm weather state? Or having to end your season facing a team you normally compete against every year?