The problem is not the non con, it's the conference record. 10-10 conference record plus 10-2 non con record results in 20-12, smack dab on the 8-9 line. 10-10 conference record with a 7-5 non con even against tough competition results in 17-15 and bubble at best or NIT. Any way you look at it, 10-10 conference record result in playing a 1 or 2 seed in second round of NCAA, teams stacked with NBA guys that we just haven't had.
Conversely, we go 16-4 in conference this year with a 12-0 or 11-1 cupcake non con in a year that pre season will have us hyped, then the result is 28-4 or 27-5 and probably on the 1 line.
SOS does matter when comparing teams for seeding purposes or bubble consideration because of their lack of wins. At the end of the day, wins matter the most, and this year I hope we pile them on.