He's not racing the WR, he's racing himself.
I totally agree with this and reflects alot on the man Eliud Kipchoge. He is out to run his best time ever. Really there is nothing you can do if the best ever time you can run is slower than the WR. But knowing what we know, Kipchoge's best is faster than the WR. That means when he says he is going for a PB, he means he is not limiting himself to the WR. We therefore should not look at it in the negative but positive. His 2:03:05 in London is actually worth faster than Kimetto's World Record. He broke the course record by more than 1min 16 seconds. And except for Stanley Biwott's 2:03:51 no one else has run faster than the previous course record run by Wilson Kipsang(2:04:29).