In my opinion, yes. You could say it's "just another round of 32 game" but this time Iowa is the favorite. This is our best chance to make the Sweet 16 or further in a very long time. It would be a great program win. Making a deep run could only help the program with recruiting, etc. Gotta take advantage of this opportunity. Losing tomorrow would be a let down for sure.
Of course, if Iowa wins tomorrow, each successive game after that gets bigger and bigger.