It could be a change in how we approach transfers, an article was written about it that i read earlier today by Andy Mitten, talking about the fresh approach, pleasing the fans, basically saying "We’re Man United, the champions of England and we’re going to sign this or that player’" like it says etc.
http://www.manchestereveningnews.co.uk/sport/football/football-news/woodward-regime-change-direction-united-5163309But its hard to see whether this is an actual change, or if these examples of just irregular activities, or whether its just this summer because of the managerial change as a 'lets let the fans know what we are doing' thing.
Cesc individually though, the only reasons to come out with it publically if not for a general change in policy are to please the fans, to show the selling club we are seriously interested enough that we will publicly say so, and to tell the player we are willing to publicly announce we want him in the hopes it sways their decision.
If anything, i think it is just telling Fabregas "Look, we want you so bad we are willing to tell the public something we hardly ever do", which if we believe the reports Fabregas may be open to a move
if Barcelona would be willing to sell him, may fit in with trying to sway his decision in our favour over staying and seeing what happens or forcing the move to Arsenal instead.
I really don't understand this transfer, it is the one of the weirdest substantiated possibilities i've seen in a while. Two bids means someone somewhere is giving this idea the go ahead as a possibility and i find that odd.