Mostly joking about the Rams/Saints non-PI, PI. But in general, yes, I think the NFL does actively work to create desired matchups. An LA/NE Super Bowl is a bi-coastal matchup that will draw historical ratings, with a new "big market" LA team against a known east coast stalwart team. This is the best matchup the NFL could've ever dreamed of from a ratings/marketing perspective... especially after they allowed Kronke to break every league rule/bylaw when he moved the team out of St. Louis. A little "you scratch our back if we scratch yours" is not unheard of amongst billionaires.
Do I think the NFL is as bad as the WWE? No. But let's be honest... this is a multi-billion-dollar entertainment business. Dollars are more important to them than game integrity... every single step of the way.
Some of their awful refereeing (which I interpret as rigging) these last few years, is also part of why I really don't watch on Sundays anymore. But it's been nice having an extra day in my weekends through the fall season.