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I doubt the offer was anywhere close to $20M. When teams offer early extensions, they're not giving gigantic raises over the amount they could control the player than if the player played out their contract plus the franchise years. Gurley is a perfect example. The Rams could have controlled him for the next 4 years - '18 - '19 contract plus 2 franchise tag years - at an average of $10.18M per year. ($4.398285M '18 salary, $9.63M '19, $11.866M '20 tag, $14.833M '21 tag)
First yes teams do offer substantial increases in relation to the 1st rounders who re-negotiated in their third years. Watt went from an average of 2.8 a year in 2011 to 16.6 M in 2014. Kuechly .went from 4.7 M in 2012 to 12.3+ M in 2015. Do all the others and the results are similar.
Second no on negotiating these 3rd year for 1st rounders deals the market still counts. So the Rams (and Donald) would still have to factor in the Von Miller 19M/2016 deal for best defensive player. A 1 M increase over that in 2017 would have been substantially under value. It should actually have been more like 22=3 M in 2017. Now it's higher because it's yet another year, and now 21 M is under value.
So if they were offering nothing like 20 M in 2017, then, that's why there was no signing.
I think you're making the case that his agent would make - and one that I've made here many times - but the Rams are under no obligations to start there as a baseline.
Snead's words to me were telling. I essentially heard "we didn't offer that much last year." Any early extension after 3 years was gonna have to be a good deal for them.
"No obligation" is too slippery a term for me. I am under no obligation to
not be an idiot when I tip in a restaurant but that doesn't mean I can justify leaving a dollar tip on a 30 dollar tab when I know full well the service was good.
Under the absolutely simple rule that you do not start out by seriously shortchanging a player you want to keep, the team also pays attention to market value, and if it doesn't, you end up with the same kind of situation they had
when they offered Jenkins 9 M in a year when the market said he could get 12 M.
That's just not a good approach and if the Rams did that with Donald in 2017, then, they approached this in a seriously wrongheaded way.
So much so that I honestly doubt they would have done that.
....
I am not operating under the assumption that they've changed their approach in how they deal with players from how they dealt with Jenkins.