Bob and 3FJ raise some really good points that often seem to be missed by people installing radios.
The coax should be viewed as a feedline, not the antenna. If you properly ground the antenna - from a RF perspective (ie grounded to the roof, metal-on-metal antenna mount, etc) - the feedline shouldn't enter the equation as being part of the antenna. Ideally the feedline is as short as possible to minimize the loss before the signal gets to the antenna. No different than the loss you see sending 12V down a wire - the further from the battery (and the crappier the wire) the greater the loss at the end where it matters!
If it's not grounded, the feedline starts to act as a ground and it should be a 1/4, 1/2 etc wave of the freq., but you will start to experience loss along the line, even if you seem to have a great 'match' (low SWR). This is especially true with the poorer quality coax feedlines that are sold with most antennas.
So, what's the point? If you're only trying to talk down the trail, slap it on and don't worry - someone will hear you. If you want to be a little bit clearer and heard a bit further, take the time to properly ground the antenna and check the SWR.
Cheers, Hugh