It is to an extent, he's basically saying any top player who's in a poorer league isn't worth the current market value.
£30 million isnt the £30 million of 5 years ago. £30 million 5 years ago got you a top CL player - now it gets you players like Mitrovic and Bolasie.
Lozano is a risk however he's bossed it at both the World Cup and in the Champions League - that puts him above players like Barbosa or Niasse who have either flopped in strong leagues or done nothing against top opposition sides to warrant us taking a punt.
I suggest that the Messi analogy highlights your view of it. The issue at hand is that Brand, rightfully, realises the difficulties with buying from the Eredivisie et al.
Think back to last season where we bought players such as Sandro and Klaassen, for a fair price, and the gamble unfortunately for us didn't pay off in the slightest.
We could all reel off numerous examples of where players have came from the Netherlands to the PL and ultimately not made it - much more than those who have.
Therefore, we've got be careful if not frugal with our cash: if we're going to fork out big money then we have to assure ourselves that they'll like to succeed here.
After assessment, he isn't confident that Bergwijn or Lozano will succeed or not meet the price that's quoted, which is not a bad thing as he's being systematic.
Messi on the other hand is a different kettle of fish as while he hasn't played here, it's pretty darn certain that he would thrive. If it's cheaper, then he'll gamble on it.