Scanning the newsire, it seems Holliday was originally interested in Tex-like money. However, that's all fine and good when the three teams competing for your services are the three largest cash cows in the MLB. Holliday, though, I don't think has that luxury.
Apparently the Yankees are not all that interested. Neither are the Red Sox. Both have plenty of outfielders and pressing needs elsewhere. By some accounts the Cardinals are offering a deal somewhere in the neighborhood of 16m per year for five years. This seems at least to be in the "ball park" of what the Braves can afford, especially if we deal Lowe for a sack of baseballs (do we really need a starter in return?).
If the only team out there really bidding on Matt Holliday is going to be St. Louis, and Holliday already seems to have spurned some of their advances, could the Braves get in on the bidding? The only reason this seems conceivable is because the Yankees, Red Sox and Angels aren't going to be driving the price way over anyone's head. Essentially, the Braves would compete against the next tier down for a guy who could, potentially, be the offense we need.