So I know a little about this. Recently, the NFL was hiring a consulting firm to design their schedule, which was actually run by a couple MIT PhD alums specializing in optimization.
From my understanding, the NFL's focus was almost entirely on building a schedule to take advantage of the primetime spots, in order to maximize viewership (since that translates to more money in future TV deals and more fans). There's a reason why the Cowboys play Sunday/Monday/Thursday night football every year, and the Bills do not. While I never actually heard the Bills mentioned in this regard, I did hear a couple other teams explicitly named as undesirable. Any unfairness in the schedules resulting from this approach was basically an afterthought, from what I know. It's good that the Buffalo researchers noted schedule unfairness, because I doubt it was really on the NFL's minds at all, but it should be fixable with only a small impact on what the NFL really cares about ($).