With all the constant pack rewards from various objectives, is grinding Rivals for the rewardsstill worth it?

Seems to me like the 12 win mark for upgraded Rivals rewards is a bit too much based on what we get on a semi-daily basis. At least for me Rivals is the most competitive game mode and sometimes could take upwards of 20 games to achieved the upgraded reward tier, which combined with all the cups and Champs makes it feel more like a 9-5 job, rather than gaming. What's the general feel for this?