Maybe Fiorentina are spending this much because they are convinced someone will pay EU30m cash for Jovetic. You never know though.....Arsenal, Chelsea, Man City, United, and Madrid (unlikely) are likely bidders so I get why they are waiting. If one offers 30m, Fiorentina will accept but Jovetic may not.
My guess is that Jovetic's proffered club is Juve, but we are the ones more likely to bid the lowest at this point. However, he would definitely join Man United I reckon if they made a good offer to Fiorentina.
I don't think Jovetic will be sold until very late in the transfer market. ADV looks like he is not prepared to budge 1 inch right now.