The players aren't fans, they're employees. Of course they want a payrise and play for a more prestigious club. A club of our size (as with Everton/wba/stoke etc) tred a very fine line.
Let player go = upset fans at lack of ambition
Say no = risk a tantrum from the player, dip in form, transfer request = upset fans
Think of this, you are at work, you work your butt off and then you find out management kiboshed your chance to double your pay with another firm. Reckon you'd be best pleased?