Well, you'd go for the manager and/or the history, wouldnt you?
In Scandinavia a lot of kids supports Liverpool and Man Utd because those were the teams doing well when their dads grew up, especially Liverpool with their dominant decade. Plus he may have looked at Pienaar's move, and the impending AVB/whoever appointment, and go with the option of moving to join a club with a manager he respects and knows what he's going to get.
The money request is probably a lot to do with the announcements that the new premier league sponsorship money is greater than expected, which is going to filter down into increased wages across the board. If you're going to sign a contract after the deal was announced but before the money starts filtering through, it's worth pre-empting that if you want your client to have a competitive wage for the next few years for a player of his quality/demand.