Easy. It's just about the biggest fight you can make in boxing right now. Therefore the fight is worth more than 3$ million.
Kessler might not make as much fighing anyone else, but the difference between Kessler and Calzaghe is that Kessler can wait for his big payday, Calzaghe can't wait for his career defining fight. He needs it NOW, so why beat around the bush, making offers they know will be refused? You yourself claim the fight will be worth much more, why not give Kessler the 5$ million net, that you say he'll get anyway?
You're right, Kessler probably won't get Taylor, Hopkins or Wright next, but again, he can wait for those fights, Calzaghe can't, and evidently HE can't get those fights either. HE can't even get RJJ, which it seems Kessler can. I think we can agree that an RJJ fight is a MUCH better way to introduce yourself to the American public, than fighting Manfredo? If Kessler beats RJJ in convincing fashion, the pressure on Calzaghe to fight him will be even greater. Doesn't it make sense for Kessler to take that fight then? To get better leverage in negotiations? I think so. Taking the fight now for 3$ million would be stupid, when the fight is worth so much more than that.
Regarding whether Calzaghe is the bigger name fighter... Namewise, not by much (except in England perhaps), and I think he's definitely got the bigger legitimacy issues. It's perfectly okay for Kessler not to be proven, he's the young gun. Calzaghe is infamous for NOT fighting the right opponents, and lowbidding everybody (Taylor, Kessler, RJJ by my count) will just tarnish his legacy, when he retires having beaten an old Eubank and an untested overrated Lacy as his only accomplishments.
Make the 5$ million offer, it's obviously economically feasible, and we'll see the fight that makes the most sense (Taylor needs to get back to winning convincingly in his own division before stepping up, IMO).
Greatest post I've read in the JC/Kess threads so far!