They've been dubbed the flat track bullies of the AFL, but West Coast want to be known as the Kings of consistency by the end of the season.
The Eagles (4-4) sit in ninth spot following their hit-and-miss start to the year.
Although they've been impressive in big wins against the Western Bulldogs (65 points), Melbourne (93), GWS (111), and St Kilda (25), they have fallen short in games against finals contenders Port Adelaide, Geelong, Fremantle and Carlton.
The big wins against "easy kills" have led former Demons great Garry Lyon to label the Eagles as a flat track bully.
Simpson isn't concerned about the criticism, but he knows his team need to perform more consistently if they are to be any sort of force come finals time.
"I don't worry too much about what the comments are," Simpson said ahead of Saturday's clash with Collingwood at the MCG.
"We know where we're at internally and what we're working on trying to achieve. If they want to make those comments, that's fine.
"All I know is we're looking for that consistent level of performance that can match it with anyone, and we've seen patches of that."
Eagles goalsneak Josh Hill will return against the Magpies in place of suspended forward Mark LeCras.
Hill has been underwhelming in his two games this year, booting just one goal from 20 disposals.
But Simpson says Saturday's game will give Hill the chance to cement his spot in the side, even once LeCras comes back next week.
"There's room for two of them," Simpson said.
"I suppose Hill's position and the role he plays, it's quite hard to be consistent. But there's things away from just marks and goals that we need consistency from.
"It's the work off the ball and things that he can control - that's what we're looking for."
Star midfielder Luke Shuey has had a light week on the track, but Simpson declared the 23-year-old a certain starter against Collingwood.
The Eagles haven't beaten Collingwood at the MCG since round two in 1995.
It's a stat that was happily brought up by Eagles assistant coach Don Pyke at a meeting on Thursday.
"Don Pyke played in that game and he told me he had 18 touches and kicked 1.1," Simpson said with a laugh.
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