It's Liverpool who use the twee marketing slogan 'this means more.'
Except it doesn't. Not this weekend.
If Liverpool win Saturday's Merseyside derby, for the seventh time in the last 11 meetings, for the 12th time since Everton last managed a derby-win, it will be celebrated wildly by their fan base, sure.
But it would only really confirm what their fans have been experiencing for the past grimly unrelenting decade. That Liverpool have some kind of psychic hold over their closest rivals.
Everton can face a team of Academy kids in an FA Cup tie at Anfield, and still manage to lose. They can score first at Wembley against a team featuring a third choice keeper, and hand victory to their rivals with a bizarre backpass. They can take the lead with eight minutes to go at Goodison Park (2013) - and they still can't win.
Because there appears to be some kind of monumental mental block at work, some Pagan pact signed with the devil.
Which is why banishing those demons would mean so much more to Everton, their fans and their players.
If Everton can win at Goodison Park on Saturday - and they have started the season better than any other side in the country - it would mean so, so much more to them than their rivals.
Beating Liverpool would do more than just bank three points for Everton.
It would embolden a promising squad with confidence and self belief - and those qualities are the indefinable something which can sometimes turn a good team into a great one.
We've been here before.
Not a shameful 10 years without a derby win admittedly.
But in 1984 Everton travelled to Anfield without having won at the ground they once occupied for 14 years.
Sure, they'd beaten their fiercest rivals at Wembley in the Charity Shield - but that was a glorified friendly.
They hadn't won a 'real' match since an FA Cup tie in 1981, a run of nine matches, and they hadn't won at Anfield for 14 years.
So that match really did mean more.
And Graeme Sharp's glorious exocet did more than just earn three valuable points.
As Ian Hargraves wrote in the following Monday's Echo: "On Saturday it was Liverpool's turn to struggle against opponents who seem to have finally banished the kingsize inferiority complex which has bedevilled their efforts over the last decade."
That kingsize inferiority complex became a superiority complex as Everton went on to win their next seven matches in all competitions, and established themselves as one of the greatest Everton sides in history.
They even beat their rivals again in May, with a reserve team.
It happened again in 1994. Joe Royle had inherited a team which had made the worst start to a season in the club's history.
But victory over Liverpool created a self belief, hardened a resolve which saw that second win of the season quickly followed by a third and a fourth. And a period when the Reds couldn't beat their rivals for nearly five years.
Victory at Goodison Park on Saturday could do something similar.
Everton have made a good start to the season.
Stats about best starts since 1894/95 have been bandied around like some kind of mantra.
But you know the old saying about lies, damned lies and statistics.
Everton have started undeniably well, but that's all. Liverpool are the reigning Premier League champions, they are the world champions and that freak defeat at Villa Park was only their fourth league defeat in nearly two years.
But that unparalleled consistency is a double-edged sword. Because if Everton can beat a team of that quality it would send self belief coursing through their veins like some kind of super serum.
It will be tough. Incredibly tough.
Especially with two influential defenders possibly missing and a trio of their best players only arriving back in the country 48 hours before kick-off.
But if Everton can finally end those 10 years of hurt, it really would mean more.
Much, much more.
And the rest of the season could show us just how much.
What is your Merseyside derby prediction? Let us know in the comments below.
