Expectations warp NFL fans' sense of reality.
For example, the Cleveland Browns and New England Patriots could finish the 2017 campaign with identical records. One of those teams would be viewed as a failure, while the other would be seen as a resounding success based on recent history.
Usually, one or two teams wildly outperform expectations, but those are outliers. They defy realistic best-case scenarios.
For the rest of the teams, the goal is to fulfill realistic best-case scenarios. Some want to be Super Bowl contenders. Others just need to improve. But all are striving to maximize their potential.