Even with his good start, 90 million is just such a steep price. I don't think he's worth anywhere near that.
It doesn't matter what we think, though; he's West Ham's jewel in the crown and they've set the price so high to ward off clubs or take them to the cleaners should they persist.
It also protects them for the future as any top talent that comes through for them, everyone knows to steer clear of or be prepared to spend serious coin on.
Clubs like West Ham are trying to become permanent fixtures in Europe and take things from there so they don't want to be set back with player losses time and again via plundering.
I bet their fans are delighted with the stance they've taken just as much as support of potential suitors universally agree Rice ain't worth anywhere near that kind of valuation - the interesting thing here though is Rice himself has voiced his upset at essentially being priced out of the market and there'll probably come a time where he's either genuinely worth that kind of money, or, he'll have to have a word or act up to get himself a transfer at a reasonable price.