Last season Morata was on fire. 3 goals against Legumes, 2 goals against C Leonesa, another 2 goals against Granada and goals against Legia Warsaw, Sporting Gijon and Sociedad. He seem to carry these goalscoring instinct against this sort of Spanish Liga/CL greats with the national team were he lead the might of Spain with 2 goals against Liechtenstein.The best three teams he scored against were Sporting Lisbon, Napoli and Atletico Bilbao which less face it, are tough nuts to crack when you've got Real Madrid's goalscoring machine behind you. That's quite an achievement for the 90m rated striker
Unfortunately, most games Morata starts are not with the usual Madrid XI, but Madrid's B team which would see him playing alongside other Madrid rejects like Isco, James, Kovacevic, Asensio, Vasquez etc
As to the tough nuts
- against Sporting, he was a sub for like 23mins and scored the winning goal in injury time (assisted by another sub and reject in James)
- against Napoli he was a sub for 13mins and scored a late goal to seal the game as Madrid were leading by 2-1 already.
- against Bilbao he was a sub for 15min and again scored the winner.
He usually came on as a sub for Benzema and thus cannot be said to have gotten the benefit of being an extra striker
To have a fairer comparison to Lukaku, one can compare games in which each started
- Lukaku 25 goals in 36 starts in PL = 69%
- Morata 11 goals in 14 starts in la liga = 79%
If a player can score 11 goals in 14 starts, it shouldnt be too difficult to get 20+ in 38 games.
Yes there is a risk factor in that he has never been a starter for a full season before, but there is enough evidence to support he will likely come good than not. He might never become a WC #9, but he should have no problem being one of the best PL strikers.