Exactly. Let the DPS focus on DPS, and only focus on getting your damage dealt up if you and your healers are comfortable with your damage intake. Hence, why it's a "side project".
Whether it's more or less important (even relative to other things, like healing utility via your lvl 30 talents) in 10 and 25 man raiding instances is an entirely different can of worms, in my opinion. In 10 mans, sure, it's more valuable, relatively speaking, however it is still second banana to personal survivability.