See "I came here to win".
The implication is that attempting to win in a competition is the unusual case. Do people bring their B games? No one seems to say so, let alone their C, D, or F games. It is the thing the athlete says when confronted by the microphone with no actual idea to impart.
Of late, this seems to be particularly egregious on cooking competitions a la "Chopped" on the Food Network.
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