It doesn't make it ok to who though? If the people who spend the money are ok with it, isn't that all that matters? If you paid £3000 more for a car than its "market worth" what difference does it make to the bloke next door? You don't agree that we should have paid £12m for Long or that Liverpool should have spent £35m for Carroll which is your opinion and fair enough - but if the clubs are willing to pay that money that is their choice and means the player is worth it in their valuation. Long may not be a first choice but nowadays we have squads and he plays a part from the bench. Look how much teams like Citeh spend on their benches. We may have paid a lot for him but strikers do come at a premium. I am not saying that I agree that he is worth that much money, but if the club think he is worth it that really is all that matters. They wont not buy a player just because the fans think he is overpriced.