Dread it. Run from it. But giddy optimism will get you all the same.
All it takes is a whisper. A slight suggestion. A brief thought of: 'eh, wouldn't you look at the table! Manchester United aren't far off the top at all!' and then all of a sudden the title challengers tag is attached. No matter what you do.
The 3-0 win over Bournemouth on Tuesday means it's now six wins on the bounce in all competitions and four wins without even conceding a goal since club football restarted. United are now just a point behind neighbours Manchester City and if they're in the title race then surely they are too? Not on Erik ten Hag's watch.
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The manager did all he could to pour cold water on the notion after the victory over the Cherries. "That is a big step, no, we have to go from game to game and get the progress," he said. "The belief is growing. That is a good signal, and it is good to have that feeling.
"We have to understand that we have to give every game 100 per cent energy, 100 per cent focus and 100 per cent play as a team, and if you keep that philosophy, it is possible, but you have to go from game to game.
"Don’t get too far ahead it is January not even half a season. The next game is Everton, we have to focus on that, it is coming quick, enjoy 24 hours and then move on."
It's a wise mentality but the suggestion United could actually challenge is an inevitable one after they have made such a good start under their new manager. The attacking side of the team is by no means as consistently refined, intricate and exciting as Ten Hag's thrilling Ajax teams but there have certainly been flashes. The sweeping move started and finished by Luke Shaw against Bournemouth is testament to that.
There has been a lack of goals in general, with only Marcus Rashford - who has scored more than double the next top scorer - reliably finding the back of the net. It's an issue that must be addressed in the transfer window if United want to capitalise on their great start.
Instead, it's been at the other end of the pitch where Ten Hag has made a profound impact already. He has transformed the midfield into a dynamic and solid unit with the additions of Casemiro and Christian Eriksen while also revolutionising the defence. Another new signing in Lisandro Martinez has been excellent but United have managed to keep clean sheets since the restart with different makeshift backlines. That shows improvements have been made throughout the squad.
Ten Hag has now won 18 of his first 25 games, a remarkable start to his time a Old Trafford that betters his recent predecessors and some legendary figures. Ole Gunnar Solskjaer's own great start resulted in 16 opening wins in 25. Jose Mourinho and David Moyes won 14 apiece, Louis van Gaal and Sir Matt Busby 12 and finally Sir Alex Ferguson and Ralf Rangnick only 10.
That's a seriously impressive stat but it's made even more so when you consider the rabble Ten Hag inherited. United had just come off the back of their worst-ever Premier League campaign with an unbalanced and indiscipline squad. He had to change the attitude within the changing room and make serious adjustments to the complexion of the group. Not to mention handling the stroppy Cristiano Ronaldo.
Additionally, it's not been an easy set of 25 fixtures, either. Of those games, United have faced and beaten: Liverpool, Arsenal (the only team to do so) and Tottenham and have drawn with Chelsea and Newcastle. They lost in humiliating fashion to City but that result spurred on a run of 13 wins in 16 games with just one defeat.
If things carry on in this fashion, those title whispers are only going to get louder.
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