And so it was on Friday at the final media conference before Saturday night's Hall of Fame tribute game, when Williams was promising the greatest game of football ever seen. Or at least close to it.
"I think it's important – you say talk it up, and that's part of all our roles," he said. "What we can guarantee to the people that come, the Victorian people that love footy, they're going to see the best players playing, it's just going to be fantastic for all of us.
"You can say 'yeah, we talked it up' and that's OK if it played its role, but the fact is they're not going to be dudded by a poor performance or a pretty boring game. It's going to be very, very exciting.
"I'm really hopeful that everyone shows the best of their talents, and I'm sure that's what Bomber [Victorian coach Mark Thompson] wants. All the players want to play their best, and if the best full-back is playing against the best forward, I'm not sure what the result is.
"It certainly doesn't mean that the forward kicks 15 goals, because the full-back is going to be spoiling, running off and really doing some great defending as well.
"It's going to be a great opportunity to see the best on the best."
And Thompson was clearly on the same page as Williams.
"We've had Sheeds talking it up, and he's much better at it than me, but I think it's just going to be a marvellous game. Talent just everywhere," he said.
"Back in November when we just thought about this game it was just a dream.
"It's here, it's going to happen, and we've got a large percentage of the best players playing.
"It should be awesome."
Tickets for the Hall of Fame Tribute Match are selling fast. Get your tickets now via the Ticketmaster website, phone on 1300 136 122 or by visiting a Ticketmaster outlet.
