Yes you need to negotiate and be good with the money but sometimes you have to pay what it takes to get in a quality player if available.
Its like saying "ah dat Messi fella aint proven in England I aint paying more than £50 million for him".
I support his belief that you shouldn't sign players unproven in the top divisons for big money, however for players like Lozano who have done well both in the World Cup and in the Champions League are worth every penny of £30 million in the current inflated market.
Brands - A Dutchman with a long professional career in Dutch football both on and off the field has stated he has some reservations about the prices being bandied about for a couple of players in the Dutch league from his former Dutch club. Both were playing there while he was still there. He probably played a part in their recruitment to PSV and no doubt knows a bit about both of them.
And you compare it to knocking back Messi for £50M? Brands is probably comparing it to spending £30M on Klassen.