I'm guessing that if Rubio does get second place, the narrative will be that he "won" NH, just like he "won" IA. Must be nice to be a winner without actually getting first.
Well, in the early primary season, winning is mainly about the expectations game. Rubio easily won the Iowa expectations game by coming 1% away from beating the supposed frontrunner. If Rubio comes within 5 points of Trump in New Hampshire, he will have won the expectations game again, as well as the top establishment game. That's big going into South Carolina.