We actually haven't heard Brian Kelly utter that phrase since season 1. He also hasn't mention the whole "unconscious competence, conscious competence etc." verbiage since then either. Each year Brian comes up with knew terminology or locution to attempt to satiate the media/fans so as to excite them into believing that he actually knows what he is doing. Now that we are in year 8 one realizes that the man is simply making things up as he goes. Speaking of a fiery death, that is what ND football is bobsledding towards with this man at the helm. The damage is severe enough to conclude that it may be permanent.