There's next to no options for them in terms of good managers. They're 19th in the league and let it be known that they are building a project for the future. They could in all honesty be relegated this season.
Managers who want quick success, won't be going there. That leaves the likes of Lampard, Gerrard, Howe, Wilder, who in all honesty they may as well stick with Bruce. Who's left? Martinez is apparently being eyed up by Barca. Conte wants quick success hence why he turned down Man Utd. Favre perhaps. Zidane doesn't speak English and hasn't managed outside of Spain. Rodgers I could believe, he would sell his own mum for a better gig.
Amanda Staveley is a big supporter of Rafael, they're about to bring in Frank McParland to overlook recruitment, who just so happens to be good friends with Rafael. It's not unreasonable to see why people are making assumptions.