Updated: September 24, 2012 6:25AM
You want the Guillen brand on your product? It comes with a price — a tell-it-like-it-is, cross-the-line-at-times price.
And that’s just with Oney, the second of the Guillen sons.
The tree the apple fell from is White Sox manager Ozzie Guillen, and this apple doesn’t fall quietly, as evidenced this summer during Ozzie Guillen’s cold war with Sox general manager Ken Williams and again during the last 48 hours.
In an MLB.com interview earlier this week, closer Bobby Jenks talked about his disappointment in leaving the Sox — but threw in this parting shot: ‘‘I’m looking forward to playing for a manager who knows how to run a bullpen.’’
A minor jab in some circles, but not to the Guillens. Ask Magglio Ordonez, whom Ozzie Guillen verbally castrated early in the 2005 season for comments against him and the Sox. Ask Buck Showalter, Nick Swisher, Javy Vasquez . . . This is the Guillen way, where throwing a stone is the equivalent of shooting a gun.
This time, however, it was Oney, not Ozzie, firing back, and using his preferred weapon, Twitter:
“hahah memo to bobby jenks get a clue u drink to much and u have had marital problems hugeee ones and the sox stood behind u’’
“u cried in the managers office bc u have problems now u go and talk bad about the sox after they protected u for 7 years ungrateful’’
“one little story remember when u couldnt handle ur drinking and u hit a poor arizona clubby in the face i do. and later u covered it with [I’m sorry] . . .’’
The fallout Wednesday was obviously mixed. Efforts to get Jenks’ reaction were met with a ‘‘no thanks.’’ Phone calls to the Sox organization were not returned.
Oney Guillen, 24, spoke to the Sun-Times and The Score (670-AM) on the matter, saying, ‘‘Maybe in hindsight I shouldn’t have said a couple of things, but I did.’’
But there were bigger questions. First and foremost, why get so personal in the counter-punching?
‘‘The reason I got so mad about what Bobby said was he is basically saying my dad is a horse[crap] manager,’’ Oney said. ‘‘Sorry, but no one knows what will happen with the Sox this year, and who knows how a statement like that could affect my dad’s future.
‘‘That’s my dad. If anyone heard someone talking [stuff] about their dad, and it was stuff that wasn’t true or stuff from a guy that their dad did a lot for the past six or seven years, how would they react?’’
It’s a tough answer.
Whether it’s cultural or not, the Guillens are a family who live by the credo of attack one, attack all — a credo I grew up around that you either get or don’t get. If you don’t get it, Oney Guillen comes across as completely overboard. If you get it, it’s a way of life — unprofessional or not.
The bigger issue that Oney’s tweets about Jenks bring up, however, is a player’s trust in going to his manager, and whether that player’s dirty laundry might come out in tweets months later.
‘‘I grew up around clubhouses my entire life,’’ Oney Guillen said. ‘‘My relationship with players will not change one bit. They know what I’m about. They know why I said what I said.’’
That remains to be seen. What shouldn’t be seen is the Sox punishing Ozzie Guillen for somehow breaching an unwritten baseball trust.
The Guillen act isn’t right for all organizations, but it’s perfectly right for the Sox. Exasperated talk-show hosts and media members wondering how this might damage the organization is laughable. Normalcy doesn’t work at 35th and Shields — it’s Shutter Island. Embrace it for what it is.
As for player-management trust, in the spring of 2006, a member of the Sox organization not only called slugger Frank Thomas an idiot but also divulged Thomas’ financial problems and said chairman Jerry Reinsdorf had loaned him money.
It wasn’t Ozzie Guillen or a tweet from Oney. It was general manager Ken Williams sticking up for his organization, sticking up for his family.