We love a cliché. We wait around dry-mouthed for the 'at the end of the day' stuff that sends sports editors hurtling to the boss asking for more space.
This week's award goes to Laois manager Justin McNulty, who provided a classic pre-league quote. In fairness, to the Armagh man, he's not the only one who'll roll out that sort of stuff, but just once we want someone to be under an illusion or to take something for granted.
"We are just focusing (on) one game at a time. The ambition is to get back to Division 1 but that is the same for every other team in the division, so we just have to take it one game at a time."