I think it does more to rile up fans than anything else and i think Belichik ignores most of it and wouldn't use something like Ryan's comments because they are irrelevant to this game. I do however think that he will take specific items and use them as a meme and motivational tools for specific games, e.g.. the "Parade Routes" and the Eagles thinking it was in the bag for them, even if they really didn't, and I think in this case the "Patriots are soft" meme may well be something Belichik trots out because the Ravens have not only said it but they also believe it and I have heard alot of talk from Patriot players about how tough and physical this game is going to be, so that seems to be a focus for this week, as it should be.