How do we know what the players are asking for and that it is out of line? We have generic reports, but lets be clear AD is the best defensive player in the NFL and isn't getting paid anywhere like it, Gurley is a top RB in the NFL (maybe the best) and just got record money. There is no sign that Peters, AD, or Joyner are asking for more or less relative to their value compared to what Gurley just got (a year early in fact).
To be clear the Gurley contract is NOT cheap, it is not some home town discount, it is a top end contract so I do not see some mindset difference in what players are asking for.