Like any game these days, any kind of reward system is fun to strive for. I like trying to get good ratings, I also appreciate having a positive win/loss ratio, and a good spread i.e 200 more wins to loses, even though it still might only mean I win 51% of the time.
Ratings are also a measurment of improvement, and the higher you go the harder it gets. Ratings are rewarding, and meaningful, but frantically obsessing over them is foolish.
I bet if you paid him enough money, he would agree to play you.