They may not say it out loud...but we are in their heads.   Heres a link to an article from espn talking about the Cards team trying to "toughen up"...

The Niners don't pretend to be tough...from our coaches, to our players, we exude tough smashmouth football...

that Arizona team down there is just pretending...

"When you are putting the pads on, man, as much as you love your teammates, damn, you trying to kill them," Dockett said. "That is what it's all about. That is the only way you can get better. You can't come out here and play 80 percent and hope to win our third division title. It just don't happen like that." 

Dockett apparently had the San Francisco 49ers in mind. 

"Every day we step on the field, we have to go harder and harder and harder," he said. "We got to treat them (teammates) like they're the 49ers. They have to treat us like we're the 49ers. That is the only way we are going to be able to compete and that is the only way we are going to be able to back up all the great work and try to win our third title."