I have said this many times over the years, but the misconception is that the Cowboys motivation that drives their salary cap strategies is not based on salary cap management or efficiency, but rather its part of an economic strategy focused on persistent annual revenue.
Now I know to most people when I say that all they hear is, "The Jones family only cares about making money" and in general, that is true of course.
However, when I say that I'm referring to their business model, more so than their desire become even wealthier.
Jerry is a businessman and in business, the goal is sustained revenue. In sports, the goal is to win.
The mistake Jerry has made for 30+ years is not being cheap or not trying to win, but rather operating within the framework and limits of his business model.
It's not that Jerry doesn't want to win, it's that he wants to win within a traditional business model and that simply does not mesh well with sports organizational models.
Sports organizations have to take risks to win championships and the Cowboys have not been willing to do that since Jerry fired Landry outside of an overpaid trade here and there.
As I have said many times, Jerry wants the Cowboys competing for a division title as long as possible every season. Their focus is on maintaining playoff chance for as close to 17 games as possible.
To the Jones family, the playoffs are a byproduct, not a strategic goal. They rate each season based on how many weeks they remain in playoff contention, not post-season success.
If the Cowboys remain in playoff content until the last week of the season or make the playoffs but lose in the first round, the Jones family considers that a solid business year.
Jerry will find a way to keep the Cowboys relevant during the playoffs so they get pseudo marketing/recognition while the best teams actually play football games.
The problem Jerry has now is that he's very old and the older Cowboys fans, the ones that have been hanging around for 30+ years have finally started realizing there is no carrot.