VVD isn't being held to the last day of his contract either.
The VVD situation is relatively unique compared to previous departures in that he decided he wanted to leave having just signed a contract extension. (That said, I guess Lallana's situation was fairly similar).
Most players who leave for one of the 'top clubs' do so significantly before the end of their contracts and I don't see that changing (if they don't sign an extension)
All the VVD situation tells prospective signees is that they shouldn't sign a contract extension unless they want to commit more of their time here. As such, it hasn't damaged our attractiveness to future prospects IMO.