There are a lot of reasons for the emotional investment in transfers and a number of developments over time have created the perfect storm. Here is my top 10 for the perfect storm in transfer muppetry:
1) Football has got richer and as a result the divide between rich and the poor has grown. Keeping rich is key and that involves either rich owners, rich success, or a rich brand (which is mostly driven out of the 2nd!). Rich success is more and more dependant on obtaining the best players in the world, as opposed to having the best coaching facilities and by nature increasing your chance of rich success as players tend to be more generic and best players spread around. An exaggeration to an extent, but bare with me...
Rich owners or recent success are coming more important than the brand to players. Liverpool used to attract quality players because of their history, but this is becoming less and less the case as the differential in money terms is becoming so great from one team to another. Players no longer have the same respect of history, because money talks louder.
2) As mentioned above players are now driven by money, loyalty is rarely expected in modern day football. And if not money then the players are driven by success and as mentioned in point one these usually go hand-in-hand.
3) The international world has become "smaller" in terms of width of scouting networks, access to information via the internet, etc. This means the chance for a bargain has become less and less and the best players are known by many. This heavily increases the spotlight and the demand for the best.
4) Coaching standards an facilities have developed at every level. This now means that a generic player may not gain the marginal difference at a team with fantastic facilities versus a team with average facilities to the extent they once would have. Of course there are still differences and this is why United spend big on medical facilities, etc, but it might be taking a player an extra 5-10%, as opposed to an easy 50% rise in quality in previous days.
5) Fans appreciate the importance of staying at the top more now than they might have done previous. Looking at teams like Liverpool, Arsenal and Leeds, it is easy to see how a slip in standards can take you away from the top in varying degrees. The barriers to entry at the top have also increased. It is hard to imagine Liverpool ever being great again without a billionaire owner, because simply they cannot compete for the best players in the same way Chelsea, City and United can, the prior two from money and the later from success.
This puts us as United fans in the high risk category. We have a great brand and great success, but that might not last if we don't keep it up. A brand will only last as long as success in the modern day of football.
6) Fans understand the buzz of signings more from playing games like Football Manager and Championship Manager. The extra success from signing players is in a way more visible, more understandable from playing these games. Not just that, but we also have a rating system for players that gives us more knowledge to judge one signing to the next.
7) Fans have access to more information quicker through the internet. This gives us practically live access to rumours or breaking news stories.
8) The media have incentive as ad revenue through the net has grown. Keeping fans hooked on to stories, rubbish or otherwise, helps to generate ad revenue through the number of readers. This means that not only do fans want more, but the media are incentivised to give them more.
9) Football agents have also come into the mix keen to get their cut of sales or increasing salaries. This increases the rumour mill and with all the live info a huge hype machine can be created very quickly with pressure placed on the club to either up the salary or sell.
10) Languages barriers are broken down with more and more translators and a market place made to be adaptable to anyone, again breaking down another barrier from the past.