Reading deeper into this, i think alot of this is down to making sure that the club don't back down to player demands.
I think the club wants to be seen to being firm on contracts and wages, rewarding those whom they see as worthy of a new deal. I think Mike Ashley has been stung by his own decision to pay vast amounts to players who haven't performed, as well as those who he inherited.
We were quite happy to give big juicy deals to Krul and Coloccini, perhaps they aren't rewarding Simpson in the same fashion because of recomendations by Pardew?