I know doing fast/clean/smooth body moves is hard of course, and should be appreciated and regarded. But MOST people do unclean rolls, either they are flying in the air, or they are not even going through the correct path (not using the back of the head part).
Well, rolls are mostly about style and flow I guess, not much about speed. Just saying BOTH styles are equally important, I think most people only use a single direction (except turlakov, bengau and some others), so that's why it may look monotonous, but there can still be a lot of variety in rolls.
Everything in uppers counts as important (except arm rolls and sean roll etc?

doesn't feel ok to count them as real uppers but anyways).