Who had the most to gain from that market fiasco though? NOT the Serbs.
Are you kidding?
All it takes is a relatively quick search to see just how far the JNA (Yugoslav National Army, comprising of mostly hard core Serb nationalists and fanatics), went to avoid its neighbors from claiming their independence.
Croatia, Dubrovnik's 1000+ year old walls slammed with artillery from JNA warships as well as several other coastal cities destroyed. These walls stood for years and years prior to being shelled by the Yugoslav (Serb) army.
“If you want to see heaven on earth, come to Dubrovnik.” – George Bernard Shaw, Irish playwright but, more importantly, co-founder of the London School of Economics
Heaven on earth to everyone but Serb psychos.


Yugoslav (Serb) tanks roll into Croatia, Vukovar. Serb ultra nationalists completely gutted the city.

The aftermath:


Spreading the brotherly love around in Vukovar. Serb soilders posing with dead local.

Areas of Croatia Krajina region subjected to cleansing and displacing of locals. Serbs want to claim it as their own land. Innumerable attacks, rapes, killings and all well documented by the international community and you think these guys are worried about bad press from a market bombing?
The whole notion that Bosnians, Croats, Sloven, etc.. shelled themselves for sympathy is laughable when there are countless of reports that show otherwise.
In no way am I painting all Serbs with one brush as there are those that are great but in these circumstances lets not start drawing some conspiracy where there isn't one.