I don't play with other people. I learned a bunch of songs and for the first three years of my playing, I never practiced rolls.
I think being able to play fast, consistent and well timed rolls is important if you want to play with other people because when you're playing backup, you're pretty much just going to be rolling most of the time.
As a beginner, you can spend all your time practicing rolls but I myself would find that deadly boring and would probably give up trying to learn because it was too boring. Do whatever it takes to keep you interested and practicing.