It's Matt Painter who has always downplayed the importance of starting. I agree that most kids grow up in systems where the starters are the best players. But as you said, the goal is to put your best team on the floor. Your five best players may not start. Many of us wanted to see both Hammons and Haas on the floor more, because they were two of the best players on the team. But it created bad match-ups. If a player, especially a freshman, gets sufficient playing time, he is not going to feel like he is being slighted. Based on what I have seen and read, Wheeler is pretty happy with how things worked out for him in the last game.
When Painter thinks Wheeler is ready to start, he'll start. Some people have these very bizarre conspiracy theories about why Eifert is starting, as if Painter will sacrifice wins for some hidden reason. I'm sure that if they know anything about basketball and were able to watch the team practice, they would probably understand why Painter is doing it his way.