Deserving teams and better team can be different metrics.
Teams should not be punished for losing their CCG, just as teams that don't even play in the CCG should not be rewarded. I don't think a 4th place conference team should ever be invited to the Rose Bowl, regardless of how good they are. Just like I don't think a team that couldn't win its own division should make the CFP. Clearly I am not in charge of shet.