that bit from the guardian reads like how we got involved in some players thinking it's one price point (lower) when it's actually another (much higher). basically he was offered to these clubs by his representatives and price was also made up by his representatives. they'll say it's not made up, but based on statistical analysis, which conveniently depresses his value when it's time to sell, but if they were being used for contract negotiation the analysis would be about how great they are and deserving of big money.
i'm almost 100% sure arsenal aren't the one offering him around.