Anybody who thinks newspapers drive transfer fees up / down are utterly mental. Clubs on the continent won't even know what The Daily Record or The Evening Times is
The modern way of recruitment is via stats. Clubs from all the top leagues in Europe will have every bit of data possible on Morelos or Edouard at the click of a button and will have hours of footage of both players.
One thing a lot of our fans don't factor in is that reputation plays a part in terms of the price you will get for a player as well. Celtic actually have a track record in recent years of selling players for good money who have went on to be excellent players at a very high level like VVD, Dembele and Wanyama. You could even fling the likes of Lurch and Armstrong in there as well, Tierney is looking good for Arsenal now he is fit. They have a bit of a reputation for actually developing players to go on and play at a higher level in recent years, we simply don't have that.
Both players fit and flying, there's not a lot in it. I think Alfie does some better things than Edouard and vice versa.