If Real Madrid desperately want your player, you can make them pay through the nose. If United want your player, at some point they will say "No. That is too much." then it is the selling club's decision.
What United paid for Rooney 10 years ago, would have allowed Everton to strengthen in many positions. Much more than it would in today's market. So, you can see why Everton thought they had done good business. He could have turned out to be a Robinho! A bit of a disservice, calling Everton mugs.
Bilbao, Porto and Atletico have shown us and everyone else, that if they don't wish to sell, you'll have to bust the bank to get the player.
Did Rodwell not have that potential feel about him? Or were City just trying to be generous to Everton?
Real's money comes from many sources. One of them is a hugely skewed distribution of La Liga TV revenues. Quite how that affects Southampton or Everton, I don't know.
Real's tv money doesn't affect Southampton and Everton. But the money the clubs regularly in the Champions League in England earn does.
And it doesn't work like that. A big club goes in for a player, player tells club he wants to leave, then the club have to come to some sort of a deal. Look at Yaya Toure this summer. It seems he wanted to leave but City simply told him it isn't happening no matter what he said or did. How did we prevent one of our best players leaving? A sugar daddy owner. It's the only way it can be done in today's climate.
Ask Everton fans or Southampton fans if they think they've done good business; that is, selling their top players has benefited them on the pitch. The fact is, if they could keep their best players, naturally they would be a more competitive side. FFP will shut off the only route possible for them to reach the top in the same fashion City have done.