'I Don't Know Why I Said It!' Jerry Jones Reacts to CeeDee Controversy

In the unique world in which Jerry Jones reigns, it is sometimes necessary to get a reaction from the Dallas Cowboys owner regarding remarks made by ...

The Dallas Cowboys owner.

And so it is here, with Jones having said after the team held a joint practice with the Los Angeles Rams on Thursday at training camp in Oxnard that he doesn't "have a sense of urgency" about getting a contract extension done for All-Pro holdout receiver CeeDee Lamb.

" I don't have a sense of urgency about getting it done,'' Jones said, and justifiably, that is the headline-grabber as the Cowboys are in fact negotiating with Lamb, who is entering the last year of a deal scheduled to pay him $17.99 million this season but desirous of a contract that would pay him nearer $35 million APY, thus making him one of the highest-paid non-QB's ever.

But Jones said two other things in his zany monologue.

He did say, regarding negotiations, "I know that we're getting great work, making real progress and I don't think losing a step at where we're at now."

And when asked to reflect on the "non-urgency'' remark, Jones went on. ...

"I don't know why I said it,'' he said. "I don't know ... Put any reason you want. I was at Nobu two days ago. Give that as the reason. Whatever you want to put out there."

The "Nobu'' remark is about the annual media party he hosts in Malibu during which the high-priced drinks flow.

Related: Lamb Responds To Jerry's 'No Urgency' Message

And "whatever you want to put out there''? While Cowboys Nation grabbed its pitchforks - and so did Lamb, Dak Prescott and Micah Parsons, the team's three highest-profile stars offering bothered responses - Jones may have a method to his madness.

Related: Dak & Micah Fire Back in Lamb vs. Jerry Debate

But ... Is he trying to "negotiate through the media'' here? That seems a tired trick.

OK, so ... Is he setting himself up to look like a hero by announcing something gloomy just before he suddenly swoops in and completes a deal with Lamb, who in 17 games last season had 135 catches for 1,749 receiving yards, both team records? He's got a track record of that.

How about ... Is he uttering something controversial as a marketing ploy in order to keep "America's Team'' "above the fold,'' a technique he admits to prioritizing? Very viable.

Or ... is Jerry Jones just talking gibberish because that's what Jerry Jones often does?

Yes. There is that.