They started putting division games heavy late in the season a while ago now. Too many teams and fans were shutting it down those last 2 weeks because of meaningless games heading into the playoffs.
That can still happen, but for the most part, it's been keeping games relevant until the end as they pertain to how a division will end up. and we can see this year, it's important. Could be a division title and playoff spot, or drop one or 2 divisional games and miss it entirely. Or NFCE, win and in, take 2nd, stay home. Divisions and placing isn't usually decided until it's over, keeps everyone watching and playing for something.