Grumpy Old Man
Striker
This happens all the time in football. Its called surrounding yourself by people who dont know what they are doing and making very poor decisions. You're correct, he was never ever ever even close to being a 20 million player, let alone 40. Just a bad signing, made without any real thought or process behind it.
Thinking back to the pressure Ashley was under then, it was probably a case of "sign up two South Americans quick, for the more money the better". The more easily impressed of your lot would immediately think "They're South American and geet expensive, so they'll be mint". Result - pressure off.