We don’t make the rules, we just follow the breadcrumbs. Timing is everything.

There isn’t a single person in all of professional sports who knows how to hog the spotlight like Dallas Cowboys owner Jerry Jones. Jones is well known for always looking to maximize his franchise’s reach in a news cycle, oftentimes making key strategic announcements when the world is watching.  He’ll do things when all sports eyes are focused on something else, to draw their attention to the $10 billion franchise he built out of ruin.

But not this time. No, Jerry Jones wanted to sneak the announcement of Brian Schottenheimer being named the franchise’s 10th head coach under the radar, leaking the word just before 9:45 pm eastern on a Friday night.

And then to add to the face-palm of it all, Jones issued one of his now patented awkward public statements, and inadvertently renamed Schottenheimer.

It’s no longer Brian Schottenheimer; he is to forever be known as “Mr. The Head Coach of the Dallas Cowboys Schottenheimer,” apparently.

I’m sure Patricia Schottenheimer is ecstatic that her and Marty’s (RIP) son has ascended to the throne, but is disappointed he will no longer be known by the name that was given to him and is on his birth certificate.

But hey, Jones is a multibillionaire who can circumcise a mosquito. Who are the fans to judge the sanity of his naming conventions or other decisions?