Bournemouth will demand £25m for striker Callum Wilson, who has eight goals in all competitions this season, according to the Sun.
Among the rumoured suitors are Everton and West Ham, but they should have no hesitation about paying that price for the Englishman.
The report claims that Cherries boss Eddie Howe does not want to lose the former Coventry City striker, who is valued at £9m by Transfermarkt, and that is why he has slapped huge a high price tag on him.
Wilson has had injury problems in the past but has proven himself to be a goalscorer in the top flight with the pace and movement to trouble elite defences.
Everton and West Ham have reportedly been tracking the frontman and it remains to be seen whether they will match Bournemouth’s demands.
The Toffees invested heavily in new talent during both the summer and January transfer window but there are only two men among the new arrivals you could reasonably say score enough goals; Cenk Tosun and Wayne Rooney.
Rooney’s powers are fading all the time and has he drops deeper and deeper into midfield, his goalscoring influence will recede. Tosun has hit a purple patch and came highly rated but Wilson shouldn’t need as much time to adapt to English football.
As for West Ham, they are happy to rely on Andy Carroll being fit, even though his injury record is even worse than Wilson.
Long term, to get to where they need to be, players with the pace and trickery of Wilson – who would form a lightening fast alliance with fellow poacher Chicharito in East London – are what West Ham need.
That is why Howe’s price demand shouldn’t put either side off; and £25m for a striker who can score goals in the top flight with little period for adjustment is a good deal in the current market.