I do see that these days with no AS grades, that universities will look back to GCSE grades to support A level predictions when making offers. So I can see why kids aiming for the top unis will be wanting 8s/9s.
But I do think it is up to teachers & parents to almost downplay expectations of 9s. To really treat them as a bonus. Obviously if you can do every practice question in maths easily then a 9 might be an expectation but for most other subjects I think it is going to be really unpredictable.
I understand that last year in Winchester, out of the 3 high performing comps, only 1 pupil got 3 grade 9s. That is out of 750/800 pupils. I think a string of 9s will be exceptional this year.