Firstly, it's definitely not the SEC every week. There are various conferences with the GOTW. Here is the current GOTW in my dynasty and you can see it's not the SEC (in my experience not even half of the GOTWs are from the SEC).
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The problem is that, as you said, it doesn't take the current season or how teams are doing into consideration.
Basically what they did was to look @ the 1st schedule in the preseason and choose which games would be the GOTW every week based on how good teams should be at the start of the season. Then they have those games as the GOTW every year. In 2013 Alabama v. Auburn should've been an awesome game so it's almost always the GOTW.
Michigan v. Notre Dame? Yes sir!