I've never been a fan of too many soft games (especially at the beginning of the season) since it seems to take away from the importance of the games early on. It seems to me though that schools have done a better job in the past 10 years or so putting together a tough non-conference schedule for a couple reasons: 1. The BCS factors it in - with strength of schedule weighing significantly into the BCS ratings, schools know that they can't fill their non-conference plate with cream puffs or they won't move up high enough in the BCS rankings.2.It's important for recruiting - top players want to be in televised games and non-conference scheduling is a big factor in how much a team shows up on TV.
Tough non-conference games can also increase visibility of a school on a national basis. In regard to your question about running up the score, it doesn't seem to me to be as much of a problem as it was in the late 80's and early 90's. I certainly didn't love it when the dominant teams from that era (Florida State, Miami, Nebraska, etc. ) ran up the score on opponents.
I don't see as much of this today - a team may win a game or two big, but they don't seem to be regularly running up the score as much. This may be because there is a little more balance in college football today or maybe people have just figured out that people don't really enjoy watching a team be destroyed. It's much better to pull out starters and get some of the young talent on the field to give them a chance to get important reps.
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