What does ‘Rock Chalk Jayhawk’ mean?

All this hoopla about the Kansas football team last fall, and now KU’s incredible comeback victory in the NCAA tournament, the phrase ‘Rock Chalk Jayhawk’ has been thrown around a ton.

In an effort to educate myself, I visited Wikipedia (where else would I go for that type of information?) and found that there is a lot of tradition and cool back story to the chant.

I’m still not totally sure I know what it means, or why commentators insist on show-horning it into every other sentence that deals with the University of Kansas. I’m all for school spirit but things are a bit out of whack when Jim Nantz’s championship call is “Rock Chalk Championship”.