I agree with some of those on here... I think the games are "steered" by the refs to achieve favorable outcomes. And by favorable outcomes, I mean favorable to Vegas. It doesn't matter the team, I don't think certain teams are put in the crosshairs to prohibit them from advancing. It's just from the ebb and flow of betting, which helps with the randomness and not clearly defining a pattern.
I don't think the players are involved, I don't think the coaches are involved, but I would have to believe some owners have knowledge of it. How much IDK.
Goodell has to know, but as long as the $$$ keeps coming in, mums the word.