The Buffalo Bills find themselves at a critical crossroads regarding their standout running back, James Cook. Since the playoff curtain fell, Cook has been outspoken about his financial aspirations, seeking a cool $15 million annually from the Bills.

With one year still remaining on his rookie deal, Buffalo isn’t pressured to crack open the negotiations just yet. Yet, if Cook keeps up his stellar performances—mirroring his production from the last two seasons—the Bills might soon find that price tag climbing even higher.

Now, we all know that players need to champion their value, and Cook’s public campaign adds a new layer of urgency for Buffalo’s GM, Brandon Beane. Running backs, traditionally, haven’t been held in the same high regard as other positions, largely due to their typically shorter career spans. But recent shifts in the market, thanks to heavy hitters like Josh Jacobs, Derrick Henry, and Saquon Barkley, are altering perceptions.

Barkley, in particular, turned heads by playing a pivotal role in the Eagles’ Super Bowl triumph and subsequently securing a lucrative two-year, $41.2 million contract extension. His extension not only shatters the ceiling, surpassing $20 million per year, but also amplifies the narrative: running backs, when indispensable, deserve their dues.

This puts added pressure on the Bills to consider a long-term deal with Cook. His reaction to Barkley’s new deal isn’t just that of an interested observer; Cook is eager to be next in line for a substantial payday. After back-to-back seasons rushing for over 1,000 yards in an offense primarily orbiting around Josh Allen, Cook has proved his worth.

While there’s no immediate urgency to ink a new deal, delaying might inflate Cook’s market value even further. Take a leaf from the book of former Bills’ assistant GM Joe Schoen.

His decision not to lock in Barkley early saw the running back don a rival jersey and clinch a Super Bowl ring. An instructive cautionary tale, indeed.

As free agency and the NFL Draft loom, all eyes are on the Bills’ next move. Should Buffalo opt not to bring in another back poised to potentially take over as the starter, Cook could wield significant negotiating power moving forward. It’s a narrative that promises to be just as thrilling as a Buffalo snowstorm in January—unpredictable and fascinating to watch unfold.