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That's not strictly true - he's hit the target a fair bit this season.. he's just not had the rub of the green. Because he's not been scoring he's started to do what Rooney does - drift and/or come to the ball, which means he gets fewer chances and the story rolls on.
dan-
Without getting hung up whether his shots hit the keeper, the post, row z or his team-mates arse the important bit is they aren't hitting the back of the net. The point I'm making is that I cannot see any difference in the way he is being played or the way opponents are playing him or anything else that would make me think anything other than; last season he got all the luck, this season he's getting none of it. It looks, as the dwarf statto put it, like regression to the mean, if you know what I mean (sorry to be mean Damo). Of course only time will tell where the mean actually lies.
middleofnowhere
But no one who counts thought he was the next big thing did they? Otherwise one of the big clubs would have swooped for him in the summer.
The worry for him is that it doesn't look like defenders have worked him out, he doesn't seem to get marginalised, it's just that last season everything he hit ended up in the net, this season it ends up in the stands, you'll just have to wait and see which is the truer measure of his talent.