Except for district games (which are determined by your league - UIL, TAPPS, etc.), there is no law that says your school must play my school ... our friends at Texas A&M found out this year that their former colleagues at most Big 12 schools realized that those laws don't exist at the collegiate level either.
So, when it comes to non-district contests, it's a mutual consent deal. If I have a weak, rebuilding team, I probably don't want to load up too many state champion contenders -- especially if I know I have an opportunity to slide into the playoffs in a weak district.
But there are other coaches who welcome the challenge. It takes all types.
I tell a story about our first year at Seguin Lifegate playing football. Did okay getting our initial schedule set, but had this hole on the zero week. One day, my phone rings and it's my pal, Beck Brydon at Austin Regents. Regents had won the past two TAPPS state titles (and would win a third that year, the final year of their six-man program). Seems Beck was offering me the opportunity to play Regents at their place, week zero. Did I mention that it would have been Lifegate's first game, ever?
I kindly declined Beck's generous offer, mentioning my potential liability under Texas child endangerment statutes.
I tell that story now saying that if I had scheduled that as Lifegate's first game, it may have very well been our last game.