Except it really is. I will just give you a few clues why is that. Real Madrid doesn't have us where they want us. We have come to them shopping for a player they don't want to sell.
Morata with his goals was one of the main players in this La Liga title since Benzema was playing some other sport for the major part of the season. They need him, especially if they don't get Mbappe. There is nobody of his calibre and quality that they can find on the market currently.
Also, we are not in a desperate need for a striker, we are in a desperate need for a striker of Morata's qualities because he suits Mourinho the most. Otherwise, we would turn around and go for Lacazette and Auba but it's absolutely pointless mentioning them as they don't fit the striker's profile that Jose wants. So, they don't want to sell him and he has a contract until 2021. Of course, they will lift the price through the roof.
People seem to be ashamed that we are buying from their bench and are embarrassed because of that?!? I mean what did people expect in a world where Romel Lukaku is worth £100million...
Let's reverse the roles here. What if Madrid came in trying to buy Martial from us and he has a contract until 2021? What do people think it would happen? Martial currently isn't our first option and has a bad season behind him so his market value shouldn't be that high.
Do people think that we would give them some kind of discount because of that? We would based on the current market also ask for some silly price. That's what happens when you buy at a big club and the same one doesn't want to sell.
Morata has shown more than Benzema last season, it's no wonder they are thinking maybe we are offloading the wrong player here since he has the best years in front of him. If they are actually making that mistake, then at least they will try to make the buyer pay the premium price for it.
And people say that we look small time because of that? The same principle would apply to everyone who would go for Morata, for example, Chelsea.
It was easier to get Robben, Sneijder and Higuain from them because they were in a shop. Morata isn't.
As for your theory about him not being established, he was an integral part in Juventus CL campaign, won them Coppa Italia. He is established Spain international with about 20 appearances and as things stand today he will be their main striker for years to come with the best season behind him. And people are in shock why Real is not bending over. We would not bend in the same scenario and there is nothing here that makes us small time/embarrassing as people suggest. Those posts are actually embarrassing.
Also, these things about him not being able to be in the starting lineup of Barca/Bayern. Lukaku and Kane also wouldn't get into the starting lineup of Barcelona, Real, and Bayern. They would also struggle to get into the starting lineup of Juventus and PSG, especially Lukaku.
Morata potential is that he could be one of the best strikers in EPL whom we are buying from Real Madrid, that's the whole truth. Maybe he will make it, maybe he will fail as you say. There are no such things as a certain success when it comes to transfers but people also need to stop acting like we are buying in a second-hand shop.