Tom Doak,
Clubs that aren't close to being ranked, don't care about being ranked. The thought never enters their mind.
But, clubs that are ranked, or were ranked, or are close to being ranked do care ...... to varying degrees.
Clubs in winter vacation areas think about it since the bulk of their members are non-residents, drawn from the north. Being ranked creates a higher profile and a more attractive product for perspective members.
There is so much in the way of product in these areas, so much competition for members, that being ranked allows a club to differentiate itself from the others, making it easier to attract and retain members, which is vital for the survival of the club.
It's perceived as an important component of marketing, and joiining is akin to receiving the "Red Badge of Courage".
Certainly, being highly ranked shouldn't be perceived as a negative, by anyone.
If it wasn't an important issue to non-members, would you have so many people trying to gain access to play these clubs ?