Continuing to lead the Forbes list and TV ratings. The only two directions that matter.
Since the Cowboys first appeared on Hard Knocks, eleven teams have won at least one Super Bowl (including two from the NFC East). The Cowboys are the only NFC East team to appear on Hard Knocks, this will be their 3rd time, and they haven't even played in a conference title game. Meanwhile, the owner continues to refuse to replace the Director of Player Personnel and the General Manager, despite decades of ineptitude in those roles.
That suggests all anyone needs to know about the priorities of Jerry Jones, as you're noting here. Some fans refuse to see/acknowledge it, and will get mad when it is pointed out to them. After all, this is our year (again)! Just wait, you'll see!
Wash, rinse, and repeat.