They are ill-judged comments at best, irresponsible at worst. He is essence devaluing the club to players of Lukaku level, which is strange given the need to attract players of that quality to the club.
Or, he's simply bigging up Lukaku and no other player who potentially may join us is actually going to care, more than likely because they don't actually care about a club they don't play for yet and to them it is just a job.
But okay, that's football.