I'm not sure how Doc is supposed to control the sports media's expectations. It's pretty hard to prove the doubters wrong when there are no doubters.
The fact is, we had a record year for the franchise last year and then we seemingly addressed many of the issues that prevented us from being even better... adding shooting and perimeter defense and replacing a "buffoon" of a coach with one of only four active championship coaches and a proven system. That kind of success plus those kind of upgrades are going to lead to higher expectations among commentators.
We'd all like to be under the radar, but that isn't going to happen this year. The underdog spirit of the Clippers of old has to be replaced by a new, professional, "bring it every night" attitude of champions, like the current Heat team.
Seems to me like player psychology is a large part of Doc's philosophy. He obviously thought DJ needed his confidence built up, so he told him that he has the tools to be DPOY.
On the other hand, he told CP3 that he had achieved precisely nothing to date... that same snipe that is whispered around the league about him and fuels his competitive fire.
Drawing up a parade route is his subtle way of telling the team: "I take the possibility of winning a championship very seriously, and I believe we have the talent to do it".
I've lost count of the times I've heard successful people say that the first step to success is belief and/or visualization. Maybe Doc is wrong and we just don't have the talent to go all the way... but if we do, Doc has thrown down the challenge to the team that he expects nothing less than them reaching their fullest potential.