When the right offer come along, just not the first offer.
I don't think any realistic Oxford fan disputes that (despite apparently having billionaire owners) we will always sell to clubs above us in the pyramid. I just think that lots of us get (reasonably) disgruntled when the club puts up a mere whimper in protest when other clubs appear to dictate the terms of their sales, or auction the player to improve the price when's there's interest from more than one other club.
I understand most of the negotiation goes on behind the scenes in the modern football world, but it would be nice if just once, the club played hardball and told a contracted player that they're a required, and to knuckle down and honour the contract they've signed.
I think a lot of us would feel happier investing our hard-earned if it was evident that despite their bluster, the club weren't going to be trampled on every time, until the end of time.