Nah, I don't think it's highest level but do think that the players see it as incredibly important, if not the pinnacle. Certainly, those south american players see winning the WC as the ultimate. I do think we over rate the PL entertainment. It can be dull as ditchwater but as soon as we have one boring international game, you see the complete double standard. GHod forbid anyone slates the PL.
My theory is still that until the officials start following the laws of the game, football will be less entertaining than it should be. The dark arts are winning over the skill and it would be so easy to make it incredibly entertaining again. Other problem is Sky think they're the product and not the 22 players, the ball and the 2 goalposts. They don't even show the skill at half time or full time anymore. They just talk about VAR.