I don't think it sets the price at all. Look at the Johansen/Jones trade, arguably a forward of similar ability for a much, much better defenseman.
The problem the Oilers ran into is the fact that they've been exceptionally terrible for so long. Anyone who has played for the Oilers for most of the last 5-6 years certainly has a 'taint' to them for the rest of the league.
The Oilers have had a genuine top 5 LW and a top 15 goaltender, and traded both for comparable peanuts because they played on a terrible team.
The lesson isn't "Here's the price," the lesson is "Here is the cost of being a good player on a horrible team."
You just aren't worth as much, even if you're just as good as any other guy. It's the exact same reason why middling guys on cup winners who are UFA right after tend to get overpaid. Because they 'know how to win,' or something.
tl;dr: It's only because the Oilers suck.
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