Fighting like you've never been knocked down or lost isn't the same as
never having been knocked down, lost, or
fallen to the ground. Somebody somewhere knows who you are, and who you were, no matter who you tell
people you are.
Fight like you
never lost long enough, and though
people aren't going to underestimate you, they are going to research you more than they would if you had been straightforward, direct, or honest.