So....is Sale a prima donna? Or, is it just that he's not happy with the organization's promotions vs spending $$$ on winning.

He came right out and said he wasn't happy about putting promotions ahead of baseball. I think he's had a running
argument with the front office about investing in the team for quite awhile. Sometimes it reminds me of the Tom
Seaver imbroglio with the Mets in the mid-1970s---where Seaver publicly said he wasn't just interested in his own
contract (he wanted to renegotiate but never once said he'd abrogate his incumbent contract otherwise),
but in the Mets making serious investments both in the organisation and on the embryonic free agency
markets. (That was actually the bigger issue for Seaver.)
But Sale, at least, to anyone's knowledge, doesn't have to contend with the relative of a powerful local
columnist working in the White Sox front office. (Seaver had such an adversary: the son-in-law of legendarily
grumpy
Daily News columnist Dick Young. Who'd be hoist by his own petard a decade later, when he jumped
to the
New York Post . . . and actually did what he only accused Seaver of doing, wanting to renege on his
contract.)