Morata has the toolset to be the complete striker, he's tall and can be good in the air, his technical ability is underrated, seriously, dude has step overs, tricks and body feints, and can easily beat a defender or two, he's also not slow despite his size and can find a great pass as well. he's only 24 so he's young and can only get better.
People say "I don't see him being the 30 goals a season striker we need", you are underestimating him, and i believe he would have buried some of the sitters zlatan missed last season.