In the situation that presented itself they didn't want a tie. But there could've been a point in the game where a tie would be better than risking winning/losing. And at that point, late late in OT it wouldn't have been a big deal to play for the tie.
Also, that little wrinkle drove a ton of interest in that game. It was the talk of the league how they could play in a tie, a novel nuance that hasn't happened before and then it actually ended up mattering, almost like it was scripted (uh oh, conspiracy theory alert) So I'm sure Goodell/league offices/network partners were fine with it. Can't believe how many times I heard about the tie angle all weekend.