"Football is 5th" proclamations. What they don't realize is making that a mantra through words and actions, regardless of how much you want to win, is that mentality, even subconsciously, truly creeps into one's preparation, discipline, and performance. Bronco was a completely different coach before he began that nonsense.
It's why I knocked Bronco the first time he said it, and have never been a big fan since. That attitude is not sustainable in big time football.