The difference this time is that there is evidence to back up their claims.
"We're definitely ready for it," the key forward told AAP ahead of Friday's historic clash with Collingwood at Carrara.
"We've had so much shared experience together and we believe we belong and can match it with anyone."
The 10-5 Suns are seventh, but with a game in hand on their top-eight rivals as they hunt a maiden finals berth in their 15th AFL season.
That form has earned the club their first Friday night slot at home and will likely come in front of the biggest crowd.
Two years ago they were 7-7 and similarly dreaming of September football ahead of a blockbuster clash with the top-of-the-table Magpies.
Collingwood, who went on to win the 2023 flag, tore the Suns to shreds as they romped through the guts of their defence with ease.
The scoreboard read 11.6 (72) to 1.4 (10) at halftime, the Suns eventually limping to a 79-point loss that triggered the demise of former coach Stuart Dew.
"I think at the start of every year I've said it's strong and it hasn't always translated," King said of the team's belief.
"We've shown it on field a bit more this year. Games where we might have folded, we've fought back.
"Ninety per cent of the focus is on what's in front of us, but it's hard not to think about the year as a whole and what we want to achieve.
"Our aspirations aren't just to limp into finals and get knocked out.
"We're thinking about winning finals and being really consistent, long term."
The Suns beat the Magpies last season and King, perhaps conveniently, has wiped all memory of their 2023 encounter.
"I just know that every time we play them they're very solid and have so many mature and experienced players," he said.
"It'll be a game of momentum and managing swings, because they'll have patches where they're beating us around the ground.
"So we have to stay calm and take our opportunities."
They did that against Essendon on Saturday, turning a three-point buffer at the final break into a 41-point victory at Marvel Stadium.
"It was really validating and shows the maturity, to stay calm for three quarters when not really playing our best, but have faith," King said of what was the club's best fourth quarter in terms of points differential.
Friday's clash kickstarts a run against the AFL's top three sides, with a trip to Adelaide and then a Gold Coast date with Brisbane to follow.
"The next three weeks is a good test, but I'm confident our best stacks up and we can knock a few off," King said.
"In years gone by at this stage we've been out of finals and not contending, so every game (now) definitely feels important."
Gold Coast have regained ruckman Jarrod Witts and David Swallow, who replace Ned Moyle and Alex Sexton.
Collingwood, meanwhile, have brought back Steele Sidebottom, Lachie Schultz and Mason Cox for Patrick Lipinski, Brody Mihocek and Wil Parker.
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