The opposite of the AFC South is the AFC West (I know you were gonna say AFC North. Stop it.), a much stronger division. There are many competitive teams that can make the playoffs (at least). The Kansas City Chiefs have Patrick Mahomes. The Las Vegas Raiders added Davante Adams to the mix, making their offense much more potent. The Denver Broncos finally acquired their star quarterback in Russell Wilson. The Los Angeles Chargers bolstered their defense, adding Khalil Mack and J.C. Jackson. The division will be a tight horse race from start to finish.
Therefore, the expectation for each team in the division is to compete. Plain and simple. Each team has the weapons necessary to win the division. In fact, you can argue that all four teams will make the playoffs this season. All four squads look fun to watch and will make other teams' lives a living nightmare. Thus, every team's goal is to compete and make the Super Bowl.