It's been suggested Guardiola can't win in Europe without his former Barcelona star Leo Messi.
But Setien says: "He's a reference, and it saddens me to get involved with Guardiola, who is a reference for thousands of coaches.
"People who rejoice in the failures of others seems an aberration, but we already know what sells..."
Meanwhile, Setien is delighted with the permanent deal for former PSG midfielder Giovani Lo Celso.
He added: "He is a great player, it was an option that we had and I think it is good that we did it.
"He has done a good overall season, he is young and he has a projection and the club is good at betting on him."