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The Buffalo Bills recently pushed reset after a 9-7 season and poured resources into moving around in the draft to select huge quarterback Josh Allen and even huger middle linebacker Tremaine Edmunds, figuring the moves point them towards a future in which they might actually someday win their division. Such a reshaping naturally calls for a reset of fan expectations, and what better way to reset fan expectations than by cribbing the slogan of perhaps the most cynical rebuilding project in the history of professional sports?

The Bills haven’t won the AFC East since 1995, which was also the last time they won a playoff game. “The Process,” here, might be a reference to head coach Sean McDermott’s stated belief in process coaching, but it is also no doubt an attempt by the organization to get fans organized and energized around the silver linings of what could be a protracted period of losing.