Italian clubs consistently prolong transfer situations so that their players receive more press coverage.
When Zlatan Ibrahimović was still a rising star, Juventus reportedly turned down a €70 million bid from Real Madrid. The Spanish club promptly responded (via TheStar.com.my):
Real Madrid deny the story which appeared in certain media referring to a supposed offer of 70 million euros for the Swede Ibrahimović, currently playing for Juventus.
It was a shameless publicity stunt orchestrated by Ibrahimović's agent, Mino Raiola, who wanted to increase the Swede's reputation and transfer stock.
AC Milan rejected £100 million from Manchester City for Kaká, only to sell him to Real Madrid for £56 million. Milan knew Kaká didn't want to go to City, but elongated the situation to the point where the media believed the Brazilian would arrive at Eastlands.
What do Juventus, Inter Milan, AC Milan, Parma, Lazio, Fiorentina and Palermo have in common? They're all Italian clubs who have received €40 million or more for a single player.
What is the relevance of the aforementioned examples to Liverpool wanting to sign Roma's Fabio Borini?
Roma are leading Liverpool on because it seems so implausible that the Italian club would relinquish such a valuable asset like Borini for £8-12 million. That is, especially when Liverpool have overpaid in the past for the likes of Andy Carroll, Stewart Downing and Jordan Henderson.