Agree and disagree. The extra practices are massive. The time in fertile recruiting ground is huge. Every Pac 12 team who played in a bowl was either in Texas, California, or Vegas (which isn't hard for a recruit from SoCal to get to). The exposure of a game on ESPN is huge.I'd argue that, in most cases, a bowl invite is meaningful, whereas the bowl itself is not.
Is the game important? Not as much, but I think the key is just don't get embarrassed.