This.
Fans are just ridiculously demanding and impatient.
Unless you're physically involved in the transfer process at the club, or have actual knowledge of targets we want to buy, no one has any idea on what the club, players or agents are doing.
Some fans think we'll be the only club interested with a player, or that a player will only want us and that therefore would then mean a deal is 'straightforward'. Even in that scenario, it probably isn't that easy.
Agents are snakes. They'll put out stuff to clubs, players, media, fans etc just to build up interest. They're probably the main culprits of any 'rumour' just to drive up demand. Players probably hate it but deep down they probably know it'll mean they can eek out a bit more money from the club. And that's all the agents care about - money.
Loads of transfers go on for weeks and months even if a player has been tracked for several months beforehand. Situations change, personal circumstances change for the players. Family commitments, club environment, facilities, city area, house, schools - all comes into play more often these days.
Who knows who a 'top target' is or how close we've actually been to signing someone.