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I don't think Donald is in a position to demand more than market rate. If he was a fa, sure, but the rams won't pay more than market rate. They don't need to as they hold all the cards. He wants to be the highest paid defensive player? No worries. He wants to be paid like elite qbs? Problems.
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Well, he has options, and is very competitive. If he decides that he should be paid QB level, and is willing to hold out even if it hurts his own bottom line, I could see that happening. I seem to remember last year during the hold out that somebody posted that he couldn't hold out this year, or he'd lose a year of service time and not gain anything (though I can't find that post) but he certainly can refuse to sign a franchise tag until the season is 2/3 over, until he's a free agent or gets his way.
I'm sure some are thinking he would never hurt the team like that. And I'd agree that when he's in camp or with the team, playing games, he is going to go all out, give 100%. It's part of his competitive nature. But last year when he held out, and everybody knew he was not going to get the big contract then, he still held out a few extra days, and officially reported in time to get the game check, but too late to actually be ready to play week one. I think that was a shot across the bow, to warn the Rams that he still had power.
So I guess I'm saying that the power is NOT all in the Rams' hands. Donald can still do things to get what he feels he should.