>>45792728There's nothing wrong with a rival being friendly, but there comes a point where they're so overly nice that it doesn't even feel like they're challenging you. If you're not making an effort, and if it feels like they're not putting in a serious effort, then it's not a rivalry.
Blue was the first rival, and he was a good rival. He makes it apparent from the very beginning that he intends to be better than you. He reminds you about the task you have to catch Pokemon by telling you about his accomplishments. He stays one step ahead of you at every turn, and even makes himself the final obstacle of your journey. Him being an asshole isn't necessary, but it sells your conflict with him harder.