It's still contrived. Rivalries will develop between good teams regardless of division status.
The Colts and Patriots had a pretty Good rivalry for a long time. The Packers and Seahawks are developing one now. If you didn't have divisions which takes up 40 percent of the schedule, these teams could play each other more often and nurture these other rivalries. Who cares if the bears and the vikings have played 150 times? They both suck now.
