It's never easy at Europa league because we are talking about few good teams, and bunch of easier teams, which means that some of the big teams will face each other. That is how it has been even in the past before this system.
When it comes to last sixteen, and quarter finals and semi finals, in all of those, at least one or two matchups will be between two strong teams of this league, while some smaller clubs will face other smaller clubs, so it suddenly look like some weaker team is suddenly at semi finals and everyone is shocked. And if that smaller team gets lucky and win just one game against a better team, suddenly they could be even at the finals. So we can't really predict who will win, it could be anyone.
Who wouldn't want to accept a win when he sees one? These clubs worked extremely harder to accomplish their goals and wouldn't give up not when they spot an opportunity to lean on. Predicting who wins is very easy to start with, the best will always come out conquering and lifting major trophies. Who doesn't want to feature and lift the Europa League title? Ofcourse its important and valuable in the eyes of elite teams that have qualified for this particular spot to compete for the title.