Brace yourself for maximum Dallas Cowboys coverage—whether you want it or not.

The Cowboys ceased being a serious contender a long time ago. Over the past three decades, they have become more of a reality show with owner Jerry Jones as the master of ceremonies. The business benefits have been fantastic. Dallas is the world’s most valuable sports team and is a monster ratings draw.

Not being championship-relevant hardly seems to matter. So, it’s no surprise that a franchise that hasn’t won a divisional playoff game since 1995 has already attempted to hijack the playoffs. While the Minnesota Vikings and Los Angeles Rams battled Monday night, news that Jones and Deion Sanders were discussing the Cowboys coaching vacancy leaked. Call a coincidence if you want. More likely, it’s a coordinated strategy to keep the coverage focused on Jones’ gang.

It would be shocking if Jones moved swiftly because recent history suggests he is prone to let decisions drag on for as long as he can. From Dak Prescott’s and CeeDee Lamb’s contract extensions to the fate of Mike McCarthy, he waited and allowed these stories to stay in the media cycle ad infinitum. It stands to reason that Jones will milk the spotlight to grab maximum coverage as America waits on America’s team.

The Sanders-to-Dallas storyline is indisputably newsworthy. It warrants heavy coverage if it does happen simply because Deion Sanders is the most recognized college coach and has been a celebrity for several decades. However, is this genuine interest or a ploy by Jones to keep us talking about the Cowboys? As many longtime NFL observers have pointed out, for all of his wealth, paying a buyout to get Sanders away from Colorado would be out of character for Jones. He has been accused of being cheap. Jones could have fired McCarthy months ago but decided to keep him around until the contract expired.

Over the next few weeks, Jones will interview as many candidates as possible as if he were running The Bachelor. Robert Saleh, Kellen Moore, Sanders, and other names will surface, with Jones delighting in keeping us guessing on who gets the rose. The news media needs to feed so everyone will gobble up all the reports and rumors. Veracity be damned. Speculation is in. ESPN is already on full steam ahead on its Cowboys coverage. The funny part is there is the distinct possibility that Jones already knows who his next coach will be. Deals are done in the back channels with agents and other representatives working in the shadows.

Jones, 82, has been addicted to cameras and microphones since he bought the Cowboys in 1989. Media attention means more to him than championship contention. From a business standpoint, he is savvy. He was ahead of his time. Jones is more than happy to be the subject of content, positive or negative, even if it overshadows his fellow owners.

This week, we’re talking about the Baltimore Ravens vs. Buffalo Bills and the Kansas City Chiefs starting their postseason run. And we’re also talking about Jones and his Cowboys. For fans of the not-as-popular playoff teams, that is likely frustrating and must feel like overkill. Would it shock you if another Cowboys story broke Saturday night in the middle of the Washington Commanders vs. the Detroit Lions game?

Jones talks about winning championships but seems more interested in coverage and cash. He knows he has the most prized asset in our most popular sport. We’re going to be force-fed Cowboys coaching news even when many of us no longer have the appetite for it.