I think the fact that they are on SI's cover will weigh heavily on everybody's mind. Greg Williams has already told the players that this game is a must win because they definitely don't want to look bad after SI put their balls on the line and put the Bills on the front. Losing to a lesser team like Jacksonville any other week would hurt, but losing this week would be twice as bad because everyone who had an SI magazine including all of the management at Sports Illustrated will really feel let down.
I also heard that Greg Williams went as far as tearing the cover right off the magazine and pasting it in the Bill's lockeroom. Each player is going to touch the cover on their way out of the tunnel during the pre-game introduction.