You don't think that that is what Ed is doing now? Playing hardball and taking a stand against over-the-top prices, trying to give us a stronger bargaining position in the years to come? Everybody expects us to pay an excessive amount of money, and as others have said as soon as we show interest in a player their price seems to go up by £10-20m. The only way we will ever shake that is by taking a hard stand and showing that we won't be taken to the cleaners. Obviously we'll pay good prices, but not stupidly overboard.
In theory it's a great thing from Ed. The problem is, we're doing it from a position of weakness. We haven't been performing on the field, and everyone knows that we need to bring players in. We aren't in a fantastic bargaining position at the moment. As such, perhaps it would be better for Ed to wait until we get in a stronger position on the field before fully taking this stance. Of course the longer you wait, the harder it will be. And there are no guarantees that we'll be in that position in a year or two.