Imagine if Drew Brees played in this division in its current form, for nearly 20 years

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I feel like I specifically remember hearing or reading that the trading up to draft Julio Jones was a "we have to outscore the Saints" move.

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Nothing motivates a team more than a division rival. Look at how Houston tried to show up Andrew Luck and then he retires and they forget about the Titans. Elway/Manning and then Andy Reid destroyed Phillip Rivers' legacy. Some teams countered with a better defense or offense. Falcons had the reason of being a better defense and running attack with more explosive playmakers. Even though Atlanta failed, 2012, Harbaugh, Lynch, and Kuechly knocked us down for a few years.