They may already have. But he rightfully considers himself a $30 million per year player, which is the going rate for a top of the industry bat at his position.
With the Red Sox, it's never about whether they are big market spenders. As many posters love to point out, Boston's payroll is one of the top three/four/five/whatever every single year. What this is all about -- what other posters continually counter -- is that the Sox keep changing budget plans, sometimes to align with trends, sometimes to defy trends.
Bloom can give Story $23+ AAV, but then offers Bogaerts only $22.5 AAV? How blatantly disrespectful; it's like they're intentionally forcing him out the door (which may very well be the intention, to get X to soon waive his no-trade clause -- so Bloom will get something back instead of letting him walk for nothing).
Seriously, how hard would it be to at least offer Bogie $25 AAV? They know Boras will reject anything less than $30 anyway, but at least the Red Sox wouldn't be spitting into the face of the franchise...