Consider what No. 24 South Carolina is facing Saturday when it plays No. 6 Georgia.
The Gamecocks entered the season with championship hopes, from the SEC East to the national title. A loss on Saturday at home, and that's all gone - on Sept. 13.
South Carolina (1-1, 0-1 SEC) would already have two conference losses and be essentially three games behind Georgia, if you include the tiebreaker the Bulldogs would hold. By Saturday night, a Capital One Bowl bid might be the best the Gamecocks can do.
The annual early-season matchup between South Carolina and Georgia has become one of the SEC's biggest, a game with national implications, thanks to the Gamecocks' rise to national power under coach Steve Spurrier.
"We don't have a whole lot of rivals. We haven't beaten anybody enough to have rivals," Spurrier said Wednesday.
That used to be true. South Carolina is coming off three straight 11-win seasons, though Georgia has won the SEC East two of the last four years.
Georgia snapped a three-game losing streak to South Carolina last season with a wild 41-30 victory. Missouri ended up winning the East and will likely have a say in that race again. Maybe Florida and Tennessee, too.
The Gamecocks and Bulldogs get a little extra attention this week as the one matchup of Top 25 teams on an otherwise underwhelming slate of games.
No. 6 Georgia (minus 5) at No. 24 South Carolina
Never underestimate a desperate team, especially at home ... SOUTH CAROLINA 28-24.
Tennessee (plus 20 1/2) at No. 4 Oklahoma
Volunteers are improved but also one of the least experienced teams in the country. Last week's depth chart had 30 players listed as either freshmen or sophomores. Either grow up fast or get taught a painful lesson in Norman ... OKLAHOMA 45-21.
East Carolina (plus 11) at No. 17 Virginia Tech
Hokies had a statement victory against Ohio State. Next test is a follow-up against a team that has in recent years given Virginia Tech all it can handle ... VIRGINIA TECH 28-20.
Penn State (minus 3 1/2) at Rutgers
Nittany Lions got a get-out-of-NCAA-jail card this week that made them immediately postseason eligible. Losing to Rutgers is no way to celebrate ... PENN STATE 35-24.
No. 16 Arizona State (minus 15 1/2) at Colorado
Sun Devils have never lost to Buffaloes in five meetings ... ARIZONA STATE 48-31.
No. 21 Louisville (minus 6 1/2) at Virginia
ACC newbie Cardinals go on road for first time in conference ... LOUISVILLE 24-20.
WORTH A LOOK
Houston (plus 18 1/2) at No. 25 BYU, Thursday
Good time for BYU to ramp up the Heisman campaign for QB Taysom Hill ... BYU 31-24.
UCF (plus 10) at No. 20 Missouri
Are we overlooking Tigers? Again ... MISSOURI 35-27.
No. 9 Southern California (minus 17) at Boston College
USC star DT Leonard Williams has been nursing a sore ankle. Didn't stop him from eating up Stanford last week. Eagles beware ... USC 28-13.
UNRANKED BUT NOT UNINTERESTING
Arkansas (plus 2) at Texas Tech
Red Raiders (2-0) are unbeaten but unimpressive ... ARKANSAS 31-27
Iowa State (plus 10 1/2) at Iowa
Last three games in the Cy-Hawk rivalry have been decided by 12 points ... IOWA 21-17.
No. 12 UCLA (minus 7 1/2) vs. Texas at Arlington, Texas
Bruins have been underwhelming. They're also 2-0, so all is not horrible. Horrible was the Longhorns last week. ... UCLA 28-17.
West Virginia (plus 3 1/2) at Maryland
Terps snapped seven-game losing streak to Mountaineers last year with 37-0 victory. ... WEST VIRGINIA 31-24.
COULD GET UGLY
No. 8 Baylor (minus 34 1/2) at Buffalo, Friday
Bulls have allowed 75 points in two games - against Duquesne and Army. Maybe hope for snow? ... BAYLOR 66-21.
Rice (plus 31 1/2) at No. 7 Texas A&M
Aggies go for first 3-0 start under coach Kevin Sumlin ... TEXAS A&M 52-24
Louisiana-Monroe (plus 31) at No. 10 LSU
Tigers have not allowed a point in opponents' last 19 possessions ... LSU 48-14.
No. 11 Notre Dame (minus 28 1/2) vs. Purdue at Indianapolis
Shamrock Series time for Notre Dame, so prepare for some uniform weirdness ... NOTRE DAME 41-10
Louisiana (plus 27) at No. 14 Mississippi
Rebels have allowed 16 points in two games ... OLE MISS 35-14.
Army (plus 28) at No. 15 Stanford
Good opportunity for Cardinal to fix red-zone issues ... STANFORD 48-17
Kent State (plus 32) at No. 22 Ohio State
No better way for Buckeyes to get better than with in-state opponent. They've won 38 straight against Ohio schools ... OHIO STATE 38-7.
Last week: Last week: Record straight: 13-4; vs. points 5-12.
Season: Record straight: 28-9; vs. points 13-25.
Best bet: 1-1.
Upset special: 0-2.
Follow Ralph D. Russo at www.Twitter.com/ralphDrussoAP