You start low and work your way up. And Coles has NO other suitors, not even Miami, who won't talk to him unless he's asking for $3M a year. But in Coles' mind, he probably needed to see what Miami was offering. And he'd probably take $3M a year versus even $4.5M a year from the Bills, given the state taxes, perceived quality of the teams, and that he can play in his home state.
Scott played under new Jets' HC Rex Ryan, so he had an in there. Kind of like Miami has with Coles because of Pennington, Parcells, and it being his home state. And Sheppard was traded.
He could have...if he offered $5M a year for him. That's too much.
Johnson signed with the Lions for 3 years and $9M. But there are other WR's out there like Amani Toomer.