Well, the way they talk to us girls about it, I would say it IS important to them. I know one friend whose husband wouldn't do a particular act. He told her he would do it once they were married. He never did. She is still mad. It's been like ten years.
Well he just lied. I would have just said, I'm don't do that. But as was implied earlier, >30% of females have serious hang ups about sex