Take a look at their contracts. Compare it to the rest of the market. It's quite clear.
So what was Goff's new contract that was so "me not we"? Oh wait, that's a fantasy. He can't have a new contract until after this year. You're making it up.
Let's look at Gurley - best player on the team last year, second in league MVP voting. He chose to honor his rookie contract. He did want a record contract. The Rams gave him one - that starts in two seasons. Not a QB equivalent contract in a league where the QB is by far the most important player, but a huge contract for his position. And again, that starts in two seasons, where the cap will have risen. But yes, Gurley got what I call a "grandchildren" contract. If he's not foolish, he can live in luxury AND he will be able to pay his grandkids way through college and professional school. He should be able to help them all with home down payments, or downpayments for businesses. Good for him.
Donald, who was NOT MVP of the team, is supposedly holding out to be paid like he's a good QB - a far more valuable position than he plays. He is not particularly willing to honor his contract - though if he hadn't been worth the contract, I see no evidence that he would have paid back part of his bonus. Now, he shouldn't expect to pay that back - but rookie contracts are set up so that players get a lot of money, but so that on average they are underpaid. That is part of what makes second contracts so large - they go to players who deserve it. If you want extra money early, normally you sacrifice something to get it. Gurley knows that he might have gotten more money if he had waited - but he traded that for the guarantee. AD seemingly wants the best of both worlds - guarantees, and max money now. More money now than actually makes sense, imo, given the salary cap and his position.
We don't know about Cooks - though he doesn't particularly support your position. Gurley got a lot of money, but honored his contract, and the money is set up in a team friendly way. What evidence do you have that AD wants the money in a team friendly way? Or are you making that up, like you made up Goff's extension?