When the guy who is signing your check is in the locker room asking about your family and cares about every minute detail, it sends a message to the coach, to the general manager and that trickles down to the players.
This is something that we have been waiting for and asking for. Getting to this point took a long time, but it's finally here.
It shouldn't be, necessarily, but I will admit when (the media) are not asking you all the Super Bowl questions because they don't really expect you to get there, then you don't think about it.