I'm not saying teams have to win the national championship game. But I'll certainly remember 11-seed Syracuse beating Arizona State, TCU, and Michigan State over the span of 5 days for a lot longer than I'll remember Michigan State winning the Big ten regular season title this year.
I still remember VCU's 2011 run from play-in to the final four, but I couldn't tell you who won the 2011 Big Ten conference or tournament title that year....can anyone? Almost all of us will remember UMBC's upset of #1 Virginia way more than we'll remember anything else from this season.
Its not right, its not fair, and its silly, but people remember and care about the tournament way more than they remember the regular season.