NFL teams set out to win the Super Bowl. After all, that's the point, it's why the game is played. While 31 teams don't accomplish their ultimate goal each year, The Lombardi is what everyone is shooting for. But that said, there's something to say about sustaining success.
This really isn't a complicated concept. Smart teams do what they can to win it all, but they also don't handicap the franchise unnecessarily. For example, if you can sign a highly-desired free agent without jacking up your salary cap situation for several years, then you do it. If you can't, then you don't do it. Sometimes you think you can, when you really can't.
The Falcons have avoided selling out the franchise during the Dimitroff era. Some critics said they did after moving up to draft Julio Jones, but
they're stupid dumb we all know how that turned out. As far as 2013 goes, they're not really in a position to do that anyway. I mean, what are they going to do? Trade Matt Ryan for Megatron and a case of Steel Reserve? That's why the notion that the Falcons are in Super Bowl or bust mode confuses the heck out of me.