I think Jamal feels that, as the team's best player and emotional leader, he deserves to be compensated for having suffered through this team's ineptitude for the last three seasons. Unfortunately, the real world and business doesn't work that way. He's under contract for at least two more seasons so the team has no incentive to rush his deal or to give in to his unreasonable demands.
I genuinely believe this wouldn't be happening if the team hadn't been a dumpster fire for his first three seasons in the league. That combined with apparently poor communication on the part of the front office and dangling him at last year's trading deadline has inflamed this situation considerably.