This is why you don't jump and sign players.
It's not just the AAV, it's the term.
McCutchen was overpaid by a slight anount (but Santana is gone) but he buys time for OF prospects to mature.
Signing Machado or Harper is a long-term commitment that will be hard to get out of, so teams are more reluctant, if they said they'd take a 5 year deal, you'd see offers in the $150-175M area.
The White Sox offer was insulting, even if you don't want to go long, on a 7 year deal, I'd have to think $200M would be closer to market value ($28+M a year or so, or 4 WAR a year average from age 27-33, you don't pay top dollar on long-term deals).