Wigan Athletic manager Roberto Martinez believes the rise of player power is a direct consequence of the riches now on offer in the Premier League.
The Spaniard has been an interested onlooker as the Wayne Rooney saga at Manchester United has unfolded in recent days.
The England striker has cited a lack of ambition for his desire to leave Old Trafford and has immediately called a halt to discussions over a new contract.
United must decide whether to cash in on their prize asset in January or risk losing him for either reduced fee or nothing at all.
That conundrum is one which comes as no surprise to Martinez.
"I think that's the price of having such a high-profile league. The Barclays Premier League has got that status around the world, the players are well known, they are becoming more than footballers," he explained.
"But I think Manchester United and Sir Alex Ferguson have got enough experience and importance and everything that goes with it to deal with the situation."
He continued: "We experienced that first hand in the last two windows and it's something that is part of the modern game.
"It's not something that has developed over the last month, or because of this situation.
"It's happened in the past with high-profile cases, with low-profile cases, and it will happen in the next window and in the future. As I see it, it's the price we have to pay for having such a high-profile competition.
"The most important thing is the football clubs, the fans and the loyalty between those two. Agents are a must in modern football and, like everything, you've got very good ones and very bad ones."