To me he's never looked like a goalscorer. He's one of those not really striker, not really winger players who (to me) just aren't much use and flatter to deceive. If he was playing for WBA or Stoke nobody would be taking a second look at him, certainly not for £15m.
Man Utd, Sunderland, every England level he's played he hasn't been prolific. I don't see him suddenly turning it around now.