Okay I figured out what it's doing.

For each cell in excel, it tries to import into a field "F1, F2, F3....F24"

So instead of using the field names I have setup in the import table, it wants to use generic names, which I don't want to do so I guess I have to have the Excel files formatted with field names. I thought that access would just import the first cell to the first field, second to the second field, etc.