During one particularly bleak period, from 1993 to 1996, the Cardinals went through three head coaches, firing the first, Joe Bugel, after he failed to meet Mr. B's public ultimatum that the team win at least nine games. "That was a terrible decision. The team was headed in the right direction, and then you're starting all over," says ABC football analyst Ed Cunningham, who played for the Cards from 1992 to 1995.
Jake Plummer, the club's former QB, who led the team to its January 1999 play-off victory against the Dallas Cowboys, blames the downturn on the loss of experienced players like Lomas Brown and Larry Centers to free agency because the Bidwills didn't want to pay up. Comparing his Broncos career, he was 13-3 last season, with his Cardinals stint, Plummer says consistency makes all the difference. "I've had the same linemen in front of me for the last three years. Keeping a nice, tight group of guys goes a long way toward winning."