Fitz got his contract(s) b/c he had MAX leverage. He was definitely a great WR, but that's not the only reason he got that money.

• 2004 drafted #3 overall, Fitz signs 6yr/$60M (including incentives/escalators)
• 2007 - Fitz hits all his performance escalators and put the Cardinals in Cap trouble, so GM Rod Graves gave 4yr/$40M extension. This upset fellow WR Anquan Boldin (4yr/$16M) and would eventually lead to the trade of Boldin to the Ravens.
• 2007 Fitz's 4yr/$40M extension contained a No-Trade Clause as well as a No-Franchise clause.
• 2007-2010 Fitz earned his money with 4yrs, 383 rec, 5069 yds, 41TDs in that span. As well as two post-season runs.
  
  • 2008 4 G, 30 rec, 546 yards, 7 TDs in the Post Season
  • 2009 2 G, 12 rec, 159 yds, 2 TDs
• 2010 Cardinals traded Anquan Boldin to Baltimore for 3rd and 4th round picks (WR Andre Roberts, DE O'Brien Schofield)
• 2011 WR Steve Breaston became Free Agent and signed with Chiefs
• 2011 Fitz was in position to play out the final year of his contract and then leave with the Cardinals having no compensation (other than likely a 3rd round compensatory the following year). Cards had zero leverage. Their other WRs on roster were Andre Roberts, Early Doucet,
• 2011 To keep Fitz, they gave him 8yr/$120M contract AND traded DRC + 2nd Round pick (Jerel Worthy) for Kevin Kolb. Kolb was the QB that Fitz endorsed and so getting Kolb in house was key to retaining Fitz as well as the big dollar contract.

If Fitz didn't have the leverage he had there may have been a different outcome or at least more negotiations along the ways of DT/Dez, but Fitz was the face of the franchise and the Cardinals without Fitz were not just going to be bad, but totally irrelevant. The fanbase was finally excited about the team and the Bidwills had a new Stadium in Glendale. If they lost their only marquee player, the fans very likely would go back to apathy and the sellouts could end.