My guess it's just coach speak. But CLR says Hurts has to "win the job first" when fielding questions from the media at Big 12 media day.
https://www.espn.com/college-football/story/_/id/27197230/riley-hurts-won-sooners-top-qb-job-yet
https://www.espn.com/college-football/story/_/id/27197230/riley-hurts-won-sooners-top-qb-job-yet