It's a win - win situation for him as well.
If we do pull of a major transfer soon he'll claim credit for it, irrespective of who it is and whether they were actually on his "list".
If we don't pull it off he's then afforded the opportunity to go of on one of his usual tirades and rants about the club and increase readership that way. Name some random superstar name and blames Wenger and Gazidis for dithering and saying it's epidemic of our overall transfer policy.
I mean the club aren't exactly going to reply to or confirm the rumours that he puts out so won't be able to defend themselves.