But I don't think that is as big of a draw as you think because the widespread perception of the NHL (as well as the NBA) is that the regular season is meaningless. Also consider that at most places (nhl.com and other sites for example) the standings about midway through the season change from the division to the conference (playoff) standings. Thus that first place in the divisional now is second or third place. It's not baseball or even football where first place carries any big weight.
Two things: I hear this a lot, and whether it's true or not, I don't think that emphasizing the point is a great idea. Team owners certainly don't want people thinking that Regular Season is meaningless because it could mean fewer people attending Regular season games. In fact, if somehow the Regular season was made more meaningful then perhaps that might help attendance figures.
Second, and I think it relates to first thing I said above, I'm not sure that all newer fans to the game would have the idea that the Regular season is "meaningless", so for them, how their team is doing in the Standings, in its Division, might effect how interested they become in following the team more closely. Besides, newer fans in particular might be more likely to follow how their team is doing against its closest rivals, and how they stand up against a wider range of teams may not be so immediately important.
I think it all comes back to point of making the Regular Season at least seem more meaningful, at least to fans that have not yet become desperate (after many years) to see their team have significant success in the Playoffs.
Hey, this is all speculation, but it seems to make sense.