Answer: It's not!
What, we have a chance to play an exhibition game on Jan 1? Who cares? Give me good name teams throughout the schedule.
Anything outside the playoff in bowl season isn't worth more than a trip and some additional practices. And the only teams relevant in that realm are Alabama, Ohio St, Clemson, a 2nd SEC team, a 2nd Big 10 team, and possibly Oklahoma, USC, Washington, Oregon/Stanford or a 2nd Big 12 team. Only 10 teams, maybe 11 matter in college football.