To each his own. But for me, I say you play to win every game. There is no "saving it" for the tournament. Or "I'd rather get a FF instead of conference title". They are 2 separate things and you play to win them both.
Yes, in a magic world where I can pick what I want, I would take a FF over a conference title this season. But that is just fantasy land.
I also don't believe in any "target" on us if we go into the tournament having won the conference title. We want to be a #1 seed no matter what. It makes for the best chance to win a title. If you can't beat a #16 seed or a #15 seed you don't deserve a title anyway.