People were focusing on the word "rigged" on Twitter in the aftermath of the AFCCG and the Super Bowl, which is easy to hand wave away.
"Yes, that's right, they sit the players down and tell them how it's going to go and everyone agrees, like it's WWE." That isn't what happens.
What I think happens: during the bulk of the game, close judgment calls are generally (not always) made to match whatever keeps the game close. The key is to keep it one score, so they can find a judgment call late that actually does sway the game the way the league wants it. The "eye in the sky" makes it way easier to coordinate this.
This is why, in my opinion, it seems like there's been way more "instant classic" prime time/playoff games over the last decade or so than ever before, and big games decided by nonsensical/ticky tack calls than you used to see. It's also why they want things like the catch rule to remain vague and confusing (you could run back ten different catch/no catch decisions in a row and no pattern would emerge as to what was good and what wasn't), and why perpetuating the idea that the refs aren't very good is helpful. It's plausible deniability, "oh those crappy refs, what can you do?"
The players are doing their best. The players, coaches, etc. don't "rig" anything.
Also, sometimes the game is just a blowout and the refs can't do anything about it. This happened in Bengals-Bills. But best believe the Bengals weren't going to get a single break in KC after ruining the neutral site game and then rubbing the NFL's face in it.
Please remember, the NFL is legally classified as sports entertainment, and there's nothing stopping them from rigging games all they want.