On Sunday, New England visits Indianapolis in a renewal of an old rivalry, a rematch of the AFC championship game and the first meeting since the Colts dropped a dime on the Pats and deflate-gate occurred.

The game has been circled since the schedule came out. It's being broadcast in primetime. It's one of the most highly anticipated contests of the regular season.

At least it is unless you listen to – or care to believe – any of the actual participants.

View photos Tom Brady threw 3 TDs in January's AFC title game. (AP) More

"Regardless of the team or the week, whether that's a preseason game, whether that's a regular-season game, they're all important because there's so few of those that you get an opportunity [to play] in your life," Patriots quarterback Tom Brady said.

A preseason game? Life opportunities? How philosophical of him, not to mention consistent with the message coming from both sides.

Everyone else may see revenge and emotion and intensity and essentially everything other than just another ho-hum regular-season game.

[Play Yahoo Daily Fantasy and get a 100% deposit bonus with your first deposit]

The coaches and players though would like to welcome you to the Just-Another-Week Bowl.

It's oddly entertaining just how far everyone will go to say nothing. It's kind of revealing, too. Such as, if you were hoping to run into Bill Belichick in a Massachusetts grocery store, hanging out in Aisle 5, peering at myriad flavors of Cheerios and contemplating deep thoughts – isn't cereal really just cold soup? – well, forget it.

Reporter: "I know you can't concern yourself with the mentality of Patriots fans, but has anyone pulled you aside at the grocery store and urged you to kick Indy's butt?"

Belichick: "I haven't been to the grocery store in a couple years."

Reporter: "Are you hearing from friends, family, neighbors?"

Belichick: "Have I heard from my family and friends? Yeah, sure."

Reporter: "I think you know what I mean."

Belichick: "I mean, look, it's the same questions every week. We're getting ready to play a game on Sunday. We're going to do the best we can to prepare for it and be ready to go and perform well on Sunday night. That's what we do."

See, just another week. That's what they do, just like not doing the grocery shopping is also something Belichick does.

View photos Rob Ninkovich and the Pats have been nothing but trouble for Andrew Luck. (AP) More

On a base level this is all true. There is nothing more than a single game that can be won or lost on Sunday. And not playing it up as anything more than that is likely the best way to secure said victory, which is and always will be the goal for both the Colts and Patriots. There isn't a lot to be gained by barking. As always in the NFL, this is about execution and focus and strategy.

Story continues