Following 59 goals in his first two seasons, Lawrence Shankland has scored just once this campaign for Heart of Midlothian.
It's not without trying.
The 29-year-old is averaging 3.46 shots per 90 minutes. Of all the players in the Scottish Premiership to have played at least 300 minutes, only Celtic pair Reo Hatate and Kyogo Furuhashi have attempted more.
He has come close in recent matches to add to his tally. Against St Mirren, he dragged one wide from the right. He was denied by a world-class save by Omonia goalkeeper Fabiano. He stung the palms of Hibs goalkeeper Josef Bursik and stuck one into the side netting. Against Kilmarnock, one effort was sent agonisingly across the face of goal.
Fan focus has gradually turned toward Shankland, even after his goal-scoring exploits across the past two seasons. Or more pertinently, because of those exploits.
'He needs dropped'. 'He isn't fit enough'. 'His attitude isn't what it should be'.
You don't have to search too far to see those opinions from some of the Hearts support. Neil Critchley won't be taking people up on such suggestions and doesn't believe there is anything wrong with his body language.
"I'm really comfortable with the way he is," the Hearts head coach said. "Of course, if he misses a chance or he misses a moment, he expects high standards from himself. He expects to score goals so it is a normal reaction that if you miss a chance or you don't quite connect that there would be that initial reaction of disappointment.
"When we conceded the other night, I'm sure if you looked at me, I would be... It's human. We're all human. We all suffer emotions.
"Lawrence wants to score goals but if you look at his all-round contribution to the team, his physical effort and the data will back that up. He's put so much into the last few games and if he keeps working hard, then it will turn for him."
There is an argument that Hearts are even more reliant on Shankland. Maybe not in terms of goal scoring but a focal point at the top of the pitch. He has started every game bar one. Only Craig Gordon has played more minutes.
Hearts didn't adequately recruit a striker despite interest in one early in the window. It means if Critchley were to drop him it would be difficult to replace him. But that would be unlikely considering the head coach, like Robbie Neilson and Stven Naismith before him, is, understandably, a fan.
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"I've been really impressed with him," he said. "I spoke to him again on the training pitch this morning and of course he's a striker, he wants to score goals, he's frustrated that he's not hitting the back of the net.
"But I think his all-round contribution in the last couple of games has been fantastic. I think he's played like a real captain, a real leader. He's brought so much more to the team in the way that he's played and led the line for us and he's been so, so close to hitting the back of the net.
"If he keeps putting himself in certain situations then with his finishing ability off both feet or in his head, he will get goals, I've got no doubt."
He added: "Obviously, we were disappointed about losing the game the other night so there's an obvious disappointment straight after the game but the response this morning from himself and the team has been excellent so I'm looking forward to seeing how we play tomorrow.
"A player's going through a big struggle like this in terms of goal scoring which is what he generally seems to be judged on."
Critchley was asked if there was any thinking of potentially taking the captaincy off of him to allow him to focus on his own game.
The Hearts boss gave a straightforward response.
"No, none at all," he said. "That doesn't ever come into my thinking. Otherwise, you're judging things on outcome all the time.
"Lawrence is captain. He's captain for a reason and he'll remain captain."
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