but don't try keeping up with the joneses. his high-def tv is $40 million and it weighs 600 tons.biggest in the world. >> jones: it goes from the 20 yard line to the 20 yard line, and it creates a perspective from the fan's standpoint that, frankly, they've never seen before. you can see their baby blue eyes when they're in that helmet on this screen. >> pelley: the picture may not be pretty with a record of four and eight, but the cowboys are still riding high. with 32 teams in the league, one quarter of all nfl memorabilia has cowboys written all over it. "forbes" ranks the cowboys just ahead of the yankees as the most valuable american sports franchise, worth more than $1.6 billion. and that's why we were so surprised when jones, sitting in his owner's suite, told us that even now, he's haunted by hard times. >> jones: about 25 years ago, i came here at love field, handed a credit card to get a car. and they went down a list and cut my card in two in front of me, and looked up and said, "young man, you need to learn how to pay your bills." that's hard times in dallas, texas. >>