He's under much greater expectations this year. He was still unknown to many when he came last year, and he probably hadn't fully taken in being a Newcastle number nine. So he just played naturally, and it turned out well for both him and us.
This year, he came in with the tags of "One of the Prem's best", "Scorer of one of the Prem's best", "Most lethal in goals per minutes scored" "Fan favorite". There is just more that he has to live up to now. And it shows with how much he tries too hard to score that he sways away from how he naturally plays and scores.