There's always a theme, regardless of how contrived it is.
For the Red Sox, it was the Curse of the Bambino. Then it was the Carpetbaggers (when John Henry beat out the local favorites to buy the team.) From there it became the Sons of Bill James, in reference to the use of -- gasp! -- data to aid decision making.
For the Patriots, the latest contrivance is the Patriot Revenge Tour, and the myth The CHB is pushing today is built on the notion that the teams the Patriots are facing/demolishing were all somehow involved in the Deflategate conspiracy.
Of course, this runs completely counter to the Bill Belichickian approach that each game, nay, each series is simply about executing perfectly, no matter the opposition.
Furthermore, it ignores the fact that Shank himself was convinced the Patriots had cheated.
No worries. He'll get plenty of mileage out of this latest made-up motto. Indeed, in pure Shankesque fashion, he already has.