My biggest issue with him is his positioning. He constantly takes himself out of scoring opportunities. He always runs behind the defender to the back, away from the ball. This puts a defender now between him and any potential goal, and means it has to get through EVERYBODY before he can get a tap in. It doesnt matter if the ball is close, and theres no one else, he just vacates the dangerous space and moves to make it easier for the defenders.
The missed cross was a perfect example of this. Hes right there, and instead of crashing near post, he goes all the way back round leaving only one option for the cross, and if anyone touches it(which happens every single time) it ends up as nothing. No matter his talent or ability level, his constantly being in poor positioning will mean he wont score very many.