It's not about transparancy, there aren't many teams who talk about transfers with the press.
Rightly so, in my opinion. If you commit publicly to wanting to sign a certain player, your negotiation power decreases even more.
There is no right solution in this case.
Due to the situation we're in, agents know they can use Man Utd's name to increase their players' reputation or negotiated wage/fee. Everyone knows we need new players in quite a few positions. It's more credible to link Man Utd to your player to attract interest than linking for example Real Madrid to another winger now.
Same goes for the newspapers. They get those stories from agents and are happy to print it, knowing most of us are that desperate for signings that we'll want to believe it or at least read it.
It doesn't mean we're constantly missing out on players. That was the case last year when Utd was 'transparent' in their Fabregas interest.
That was a lot more embarassing imo