You play to win, so long as winning is in line with the ultimate championship. If you are in a position to rest your best players so as to give you a better chance at the championship, then rest them. This is especially true in football which is intensely physical and the risk of injury is high. Ask Tom Brady who lost an entire season. That said, that idea hasn't worked out too well for the Colts in recent years and this year I think that if they don't make it at least to the AFC championship they will probably rethink it for next year. The year they won it all I believe they had to fight their way into the playoffs.
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