If it is rigged, I really don't believe that the motive is the possibility of certain matchups. There have been too many examples where the seemingly perfect matchups for the Super Bowl have gone down the drain in the conference championship games. This is an older example, but in 93 we lost out on having Montana vs Young in favor of having Buffalo vs Dallas part II. I tend to think the motives would be directed more towards gambling habits and accommodating point spreads for regular season games.
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