I've always thought if there was a 17th game it should be AFC vs NFC, but based on geography....with the same teams playing each year. The closer distances would allow fans to more easily travel to see their teams, plus the teams don't have to travel far for the game, in most cases.
The Rams should be playing the Chargers every year....Jets-Giants, etc.
While there are not perfect matchups for all 32 teams....there are a lot of great matchups that would create intense rivalries due to the geography, history, plus playing every year. Even the few that aren't obvious would develop into rivalries quickly....any time you play another team every year, a rivalry will form
Same State/City Rivalries
LA vs LA
Giants vs Jets
Dal vs Hou
Eagles vs Steelers
Tampa vs Miami
Wash vs Balt --40 miles apart
SF vs LV -- Former Bay Area Rivals
Sea vs Den - AFC West Rivals from the Past
Atl vs Jax -- Battle for the South
N.O. vs Tenn Battle for the South II
Lions vs Buffalo -Battle of the Great Lakes
Bears vs Colts -- Old NFL Rivals
Packers vs Browns - Old NFL Rivals
Az vs KC
Car vs Cin.
Vikings vs NE