Airlines from the US have quite a different (far more conservative) approach to seatbelt sign useage to many others round the world (rightly or wrongly).
I'm sure that it is perfectly normal for that number of people to still be moving around the cabin 20 minutes prior to landing, this would have been just after top of descent, which does seem to be the cue for a lot of passengers to make that last visit to the toilets prior to arrival.
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