This is mostly about how the narrative is framed now, and gettingas much money out of it.
In terms of narrative at our end, in many ways I'm quite glad (if we pull it off) he is coming now, under these circumstances, and not 2017 or whenever we were reportedly 'close' .
Back then it would have been all how everything the club have built was just to bring messi in, money, hiring texi, pep etc, money and all that. And we would have been portrayed as the epitome of evil, dragging away a great player from the 'pure' Barcelona that raised him, and ruining the romance of football.
But with pep consistently saying messi is barca, he should retire there, it distances us from trying to pull him over. This way, barca are in shambles, he is leaving out of his choice, for footballing reasons, because we are a better run and set up club, and not for money etc. If anytging, we are helping out rescuing a great player, without arguably needing him as such. And we've won the domestic sweep and broken records without him already, whereas if he had been here at the time, those achievements would have been belittled (even more than they are).
We will stil get all the positives of him coming, both commercial and footballing, but in a completely different context and narrative