Transfer fee's are always dressed up to look more than they are. Like the Rooney transfer. I believe it was £27 million total, £10mil now, £10mil end of season, £7mil depending on what Man Utd win and Rooney's appearences.
Still think the Toon's straight £20mil right now was a better offer.
As for Gerrard, Chelsea have the financial clout to bid more than anyone else, although I doubt many clubs have the cash. Most Italian clubs are skint from years of high wages and over spending, while Real Madrid have won bugger all again and must been earning less then what they need (although granted they probably do still have a fair few bob).
I reckon Barcelona, Chelsea and maybe Man Utd will bid, with Chelsea being able to offer the most cash.