The point is the nfl is maxing out in the us,talking in truckloads of money. So to grow their product, they must expand outside of our borders.
Europeans I know think everything they do in sports is superior. Rugby, soccer, cricket and they don't have the taste for hard hits that Americans do. Baseball doesn't do well in Canada, but does in Japan where the culture values disipline, and does well in south America.
I think football doesn't work in south America because of the smaller frames, and expense of equipment. And therefore has to target cities with large tv revenue and a taste for rugby.
Rock and punk got Europe's blood pumping 50 years ago, maybe football can too.
That said, no inter continental play should occur, it's so unfair to have 32 teams invest billions to play for the Lombardi every year, then send 2 of them to London each year. Screw up practice, sleep lag, potential sickness from unfamiliar bacteria, and then make your fan base watch a 7 am or midnight game? It's so messed up for everyone involved. Imagine Oakland fans having to watch a London raider game? Not cool, not a good way to treat your customers.