Well, he's not worth 10 now, that's a possible price a Premier League team might gamble on him becoming worth that in a couple of years.
So, we take, say twice his value now or take a chance that he has a good season, that he develops under our excellent coaching, as so many young players have in recent years and gone on to become Premier League stars, and hold on to him to sell at 20M.
Meanwhile, we still need 2CBs, LB, LW, possibly a CDM and a CF.
10M now, in cash, plus a sell on, is of far more worth than a hypothetical 20M in a year.
I'd have much preferred the money for Fry we were talking about last time we had this conversation (and invested properly into the team) than his plateauing performance and development over the past 12 months.