For the last few years I've been going down the rabbit hole of determining value in terms of creating a range of horse race ratings, converting them to a tissue price and comparing with the live odds on offer. The concept is a simple one, but in itself can be frustrating when an obvious winner escapes because it wasn't a value price. The flip side is that the ones that are too short, despite having a stand out chance, bet beaten and a bet is saved.
The main reason for pursuing the value concept is the satisfaction of digging out a piece of information not known or not obvious at first glance, that can skew the ratings favourably and in turn create some value.
The importance of value is what is used to crunch the data/numbers and produce an output/outcome that is ahead of the market/public opinion. If the data is useless, outdated, inaccurate, then the output will be useless, even though you might get lucky here and there.
Ego can be a issue too. It the information isn't cross checked and examined, even the winning ones, then there's a misguided belief that the groly hail has been discovered and the rest is history.
Football is a big subject and if you find a niche then there will be plenty of markets to bet on for value. I like to look at football data and various websites during the season and still get surprised at some of the upsets when an away team out of form, beat an in form home team. In essence, it's likely the away team became value due to the home team being overbet. Would I have bet the away team? No, as a football fan, yes if I was a hardened value seeker over 1000's of bets.
I also play poker. You hear terms, "betting their hand for value". Implied odds and reverse implied odds. One player betting a value hand is another players showdown hand without putting another chip in the pot and willingly give up extracting value for a safer route. In the short-term, it's probably okay, but if it's a long-term game, it will impact the bottom line of a winning player and turn them into a losing player. The same can be said of horse racing and football betting. So I suppose that's the true importance of value.