Despite reports suggesting a deal was imminent, it appears Everton's pursuit of Swansea's Gylfi Sigurdsson still has a long way to go.
Reports on Sunday evening suggested Sigurdsson was on the brink of becoming Everton's seventh major signing of the summer.
Paul Joyce of The Times - considered to be one of the most reliable sources of Everton news - was one of those to claim a deal was all but done.
However, Swansea have hit back and appear determined to either keep Sigurdsson or prize every last penny from the Toffees.
A report originally stemming from Wales Online claims the Swans are demanding £50m for the Iceland international after acting angrily to rumours a deal was imminent.
Paul Clement's side have also already rejected an offer worth in the region of £40m from Leicester for Sigurdsson and have now upped their asking price even further.
They have also yet to receive a formal offer from Everton for the former Tottenham midfielder
You can understand their resistance to any bids for Sigurdsson given the impact he made last season.
His nine goals and 13 assists played a major role in keeping the club in the Premier League and would be difficult to replace.
And given Everton are about to receive £75m from Man Utd for Romleu Lukaku, the Toffees can hardly plead poverty during any transfer discussions.
Sigurdsson also has three years left on his contract, signed only last summer. Everton reportedly value Ross Barkley - who is about to enter the final 12 months of his current contract - at £50m, so Swansea's stance makes perfect sense.
The question is - should Everton pay up or move on to other targets? The Toffees certainly have the cash, but is there better value out there?
My feeling is that this is all part of the negotiating game as both clubs battle it out for the best deal.
If rumours that Sigurdsson wants to leave are true then Swansea will now focus getting as much money as possible.
A similar article appeared on Wales Online last year claiming Swansea had rejected Everton's bid for Ashley Williams and the deal was on the brink of collapse. Eight days later the Wales captain moved to Goodison Park.
Everton may well have to break their transfer record for the second time this summer if they are to land the 27-year-old.
But if Everton have shown one thing during this remarkable summer. It's that they are not afraid to spend whatever it takes to land their transfer targets.