Doubt it's a bluff, he explicitly had his agent inform the club no offer was necessary as they were not renewing. If a negotiation tactic, it's pretty heavy handed and no other club player has played it that way.
Furthermore, it is odd considering the sequence of events played out in the media of late between club, player & agent. Is he pissed or has he really been mulling this decision over for some time now?
And even if he has a contract thru '14, no way Rosell et al are going to wait that long for a replacement - something will have to happen soon