Think this is a pretty unfair assessment really, I get the sentiment, your trying to point out what desire can get you, but to compare one of the greatest players to adorn the game of football with Rom, who is trying to become a top striker is a bit unfair to start with. They play in different positions so have different influences on the game, with different instructions and are surrounded by a different level of player. West Ham put 1 man on Lukaku and 1 on Barkley, any attacking threat we had died there, it's not Lukaku's job to drop deep to collect the ball, he doesn't have Suarez and Neymar/Alcacer around him to put fear into the defence. He has to stay up top which makes it hard to influence a game and show any kind of work rate or desire when your team mates offer nothing to get it to you.
To then make the comparison about what could be argued is the biggest game in club football is also unfair, motivation is through the roof in a game like this, your biggest rivals, the best players in the world, the crowd up for it screaming insults, the opposition singling you out for the rough treatment etc, whereas a game against West Ham which has no real relevance, a team with nothing to play for, you have no rivalry with, in a stadium that inspires insipidness, no atmosphere and poor players all round you. Where was Messi when they played Malaga or Deportivo? Teams in a similar position to West Ham.
Its also worth pointing out that Messi can be similarly lacking desire, he however, has a gift that even when he cant be bothered allows him to skip past 5 players lob the goalie and walk of the hero again, as good as Rom is, he does not have that gift.
If you was going to find a reason to slate Lukaku, it would have been a fairer assessment to pick someone who has to play a similar role to Rom, a lone striker with hardly any support who is expected to be in the box to finish off the moves.