It was a discussion of fit and scheme and comfort level. Basically saying no matter how well he played on the outside New England would never pay him as a #1 WR because with Brady their primary targets will always be the slot WR (Edelman, Amendola), TEs and RBs.
People here basically think Cooks was "good not great" in the Patriots offense. They think the Rams overpaid. But they also agree he fits in LA better and that the teams are in different places. The Patriots actually have more needs/holes right now on their roster.