Often, the Cowboys are looked at as a marketing company that plays football on the side, but with no Super Bowls in three decades, does Jerry Jones actually want football success over headlines?
Our own Mike Fisher coined the phrase, "Sometimes Jerry Jones' Dallas Cowboys seem like a marketing company that plays football on the side," and after three decades of no success, that rings true.
With headlines and money often seen as higher priorities than winning football games, that approach has often made the Cowboys the punchline of jokes.
Year after year of failure, with seemingly no desire to really challenge for Super Bowl honors, it feels as if Dallas and Jerry are content with simply being "above the fold."
As long as the sports shows talk about the Cowboys, and the team is making headlines, that is the world Jerry wants to live in.
But does Jerry actually want more? Does he want success on the football field more than making money and making headlines?
For fans who are asking that exact question, Jerry gave an interesting answer.
“I want more,” Jerry said. "Our best way to get more is to do what we're going to be doing over the next few days. Last year, I thought the best way to get more was to have Brian be the head coach. I've been in this NFL for this many years, I happen to know that you don't always get more."
Some of the biggest things fans have wanted to see from Dallas over the last few years are to actually try to get better in the offseason.
Go after that big fish in free agency, don't penny pinch. If there is a player who will get top-of-the-market money, but he'll improve your team, sign him. Get that Ferrari.
Don't get a bargain free agent hoping he can do the same job.
But the Cowboys haven't, leading many to question if winning in the football space actually carries any weight in Jerry's world.
"I want our fans to know how important this is to me," Jerry added. "I want our fans to know that contrary to popular belief, the financial rewards of what we decide in the draft or have as a football team or what have you is not an issue at all here."
So would disagree with that.
Why? Because year-after-year the franchise has made it clear that football isn't the top priority.
Making money and headlines are.
Otherwise, after three decades of failure, why has there been no significant change? You know the answer to that.
But is Jerry beginning to change after back-to-back seasons of no playoff football?
"I'm driven from my case to do as good a job as I can," Jerry said. "Stephen [Jones] has huge influence on me, Shotty [Schottenheimer] has tremendous influence on me, others have a lot of influence.
"I'm beyond ego, don't need another award. I want to win the football game. That's why I'm here, and that's why we are doing everything we can to figure out to make a Super Bowl.”
That's all good and well, Jerry, and you've said all the things that Cowboys Nation wants to hear.
But this fan base has heard it all before. It is white noise.
The time has come, Jerry.
If you truly want fans to buy what you're selling, prove to them this offseason that winning "the football game" is your top priority through your actions. Not headlines, not money, not stirring up contract controversies.
Make the main thing, the main thing.
Let 2026 be all about football. Nothing else.