And you have to be honest with yourself when scheduling non-con games, with 3 being the deciding factor. This year showed us that you will not make the playoffs if you lose 3 games, unless you win your conference championship game with 3 losses.
If you lose a non-con tough game, go 7-2 in conf, play in the CCG because it's the scenario, you are 9-3 and need to win.
I don't think there will be a time when a 6-3 conference team will play in the B1G CG. So even winning 3 easy peasy non-conf games, you still are cooked.
Therefor, it might be best to play a good opponent in non-con that the fans will get excited for, and risk going 8-1 in conference or 7-2.