Yes, and they are the first players/rivalry who play/live in the era when internet exploded, when we have a social media, Facebook, Twitter, Youtube and similar.
90s and early 00s (or any earlier era) would surely have some epic rivalries/battles between Milan and Juve, Real and Barca, Man. Utd and Arsenal at their prime etc.
A few years ago it seemed that Gangnam style was the most popular/viewed song ever, in the history of the music industry.
And some could say: that song is more successful than Beatles or Elvis.
But then, a few Months later, even Taylor Swift managed to get 2 songs with 1 Billion views in less than a year.
Then you have to ask yourself (at least I am asking myself) is it really everything that exist today THAT much better/popular/more interesting than everything that existed 10-20-50 years ago.
I mean, if Taylor Swift managed to get 1 Billion views, Beatles would surely have 10 Billions in the same period.
Imo, a somewhat similar analogy could be said about Messi/CR7 rivalry, Barca/Real rivalry, media hype, Facebook, everything from today.
10-20-30 years ago, Barca:Real and their top players could have been seen only on Tv, radio or in newspapers.
Today, you can see what they have ate today, how they play pianos, where they went out last Saturday etc.
I am cautious about current times and how everything from today is bigger, better, more colorful, more interesting, have the highest amount of followers/viewers ever etc...