I never said that he doesn't care about money, but that he doesn't care THAT much.
He'd known an NBA nightmare with the Hawks and Woodson, realized that he could have been out of the league if he didn't get traded, despite playing the same game that made him a trendy pick for MIP.
For what I know, he's really happy in Phoenix, loves the way the team plays and the way D'Antoni uses him.
He knows the Suns system made him a better player in the league, being able to slowly master his skills before becoming dominant, or at least borderline dominant.
Add to these facts that he's not the kind of prima-donna stardom hungry guy, but a player who'll always try to play and act the better way for the team and I'm convinced that he'll settle for a reasonable amount of money without bidding war (excepted if his mate Parker tries to lure him to the Spurs, but it seems unlikely).
It may be seem pretty naive but Boris plays primary for the love of the game and winning titles, earning a ton of dough is not his goal, he's already quite wealthy now. (it's not related to the fact he's french or any similar bull$hite, though, see Parker, Tony).
Don't forget he withdraw his name from the draft twice because he doesn't felt ready to play in the NBA. He then played in France, and as a young player earned peanuts : I'm pretty sure a lot of guys would have chosen the NBA and the money (see Parker, Tony or last year's Petro, Johan) but he didn't.
And yes, Graham, I think that for some sportsmens (mainly european ones, but I may be wrong), loyalty worth that kind of money.
It's my opinion, backed by things I know about him, interviews I've read, etc... and I have a strong feeling that he'll happily surprise a lot of people with his contract. Time will tell.