The story they decided to sell in pre-production meetings. The Rams are the young, up and comers with the young featured "franchise QB." The 49ers are trying to get by for a while until they get that franchise QB. It fits the standard NFL marketing template. They're all on the same page. You'll hear the same narrative repeated through the game itself too, as long as the game goes somewhat according to script. This isn't a game that generates a lot of natural interest and sells itself, so it requires the hard sell.
It doesn't really mean anything much more than that.
