He's not trying to say that they are both players of the same quality. He's just saying that, putting wages, resale value and the fact that it sometimes takes time for foreigners to adapt to the league (if they manage to do so at all), 14mill for Fletcher may actually be a better deal than 9mill for Podolski.
I'm not necessarily comparing the job that the two players can do for their respective clubs, just saying there's more to take into account when assessing the value of a purchase than just the transfer fee alone.
FWIW, I do think Fletcher is an underrated player on here by some and believe he has goals in him. On the surface the fees quoted do seem high to say the least, but I also believe any club that buys him would either get good value over the years on the pitch, or a decent return if sold.