The difference with Suarez was that he was doing the business and then some.
I do not understand what is the issue with tying the salary to specific targets. If Sterling is so confident he WILL be worth it, then let him prove it. If he delivers, then the club should pay him the higher wage.
Likewise if his marketing potential exceeds the target then pro rate his payments accordingly.
But what is 'the business'? You can't judge every player by goals and assists. Especially Sterling who plays in almost every position and has a pretty good game consistently regardless of whether he scores or assists. His impact is not limited to one subset of the game.
To put it another way: when Suarez was bought Gerrard was our best player and was earning 150k or near it. When Suarez became our best player he was earning 200k. Now Sterling is arguably our best player and he is asking for 150k.
I say "best player" because if Sterling was a CB we wouldn't care about goals or assists, but simply the level of play he is exhibiting. And Sterling is a high-level player that is almost a certainty to become world class.
Well Chelsea and City can pay a lot more than we can.
Exactly; and if they wanted to they could probably pay far more than 150k if they wanted Sterling.
So Sterling isn't really pushing the envelope to such a ridiculous level where you say "no" off principle and keeping the club's wage structure.
It's like having the hottest woman in the world on your shoulder. There are richer guys that can buy her a Bugatti Veyron, but at the moment she says she'd just like an R8. It's something you have bought in the past and can afford now and in the future. But you're thinking about saying no, knowing the richer suitors are just waiting for you to fuck it all up.
And this is more or less the same. It's a marriage of convenience. Only one player gave up the chance for more because of 'love' and that was Gerrard; you're unlikely to see another player give up as much ever again.