The easy answer to this is that the coaching staff doesn't care about the non-conference as much as they do about conference games. They use the non-con like NFL preseason, and results are less important than improvement. As several people have stated, it's perfectly legitimate to be upset about how we start, but you won't change their viewpoint.
Fans care more because A) they have unrealistic expectations that we can win every game, which is nearly impossible and B) they have to listen to Iowa fans around them brag about the wins. I don't live in Iowa, so I'm sure that's frustrating, but I will say my life got a lot happier when I quit building a big chunk of my identity around rooting for the Hawkeyes to lose.
Fans care more because A) they have unrealistic expectations that we can win every game, which is nearly impossible and B) they have to listen to Iowa fans around them brag about the wins. I don't live in Iowa, so I'm sure that's frustrating, but I will say my life got a lot happier when I quit building a big chunk of my identity around rooting for the Hawkeyes to lose.