Not such an easy question to answer, is it?
For example, consider all these statements...
AD is a dominant D player.
AD is possibly the best current D player in the league.
AD is on track to become a future HOF player.
AD deserves a big raise based upon his play.
AD can be retained via 2 tags through the ‘20 season by the Rams very affordably.
The overall team cap amount is a finite number.
The Rams can only slice that finite number so many ways. A bigger slice for one player leaves smaller slices for all other players to share. A zero sum game.
AD’s contract can be front loaded, but that further restricts available cap dollars meanwhile for others by so doing.
AD is a DT, not a QB. Elite QB’s typically are the players getting the biggest salaries.
Ummmmm...
I think that all of the above statements are simultaneously true.
So, what to do? I think that the Rams are pursuing the best possible course. Negotiate in good faith and offer a fair contract to AD, but not agree to unreasonable sidebar demands that AD is rumored to be soliciting. Rams, afterall, are holding all the cards.