Pardon my generalization, but Brazilians seem to take advantage of every opportunity. Idk how to describe. But a Brazilian once said that its ingrained in all Brazilians. Maybe BF Brazilians can chime in on this
This is not only a Brazil's thing. It is actually a South American thing.
Here we have the "Lei de Gerson" (Gerson's Law), while in Argentina and Uruguay they have the "Viveza Criolla" (Creoles' Way of Life). And I myself witnessed something similar in Chile.
Anyway, "to take advantage" on a negotiation is a natural thing from capitalism, nothing really related to the "jeitinho brasileiro" (it's a whole different matter). You are entitled to ask whatever you want in return for your talent, if there are a lot of people willing to pay for it (guess what? exactly the Ney situation).
That's the reason I can't see anything wrong about Neymar Senior getting the max possible money for his son on every deal. It's business, not Thanksgiving Day. And we live in 2015, there is not such a thing like "love" for 99% of players.
I really can't understand all the fuss on this forum and also on Reddit when $$$ is the matter on Neymar's signing and renewal.