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#1 The Diego Simeone effect
It's a well-known fact that Simeone improves his players over time - double training sessions and emphasis on taking responsibility for individual roles in his system ultimately go a long way.
That level of guidance and encouragement is perhaps what Morata needs, as a player who could react positively to tough love. Ever since the encouraging start to life at Chelsea, he's always seemed withdrawn, frustrated and showing a severe lack of confidence.
"Morata is an important player for us - he's compatible with the other three [strikers] and he gives us different possibilities since he's a finisher striker." - Simeone during a news conference last weekend.
When that's the case, especially for forwards, it has an adverse effect on performance levels and can send the wrong signal to teammates. You could see they quickly lost faith in his finishing ability after a highlight reel of glaring misses accumulated over time.
He's a proven striker in Spain and can prove a much-needed arrival from Griezmann's perspective - the World Cup winner is their creative fulcrum but has his off-days too. Their playing style suits him in a similar way to Costa, where he'd be the outlet that can either be utilised to link-up play with his back to goal or finish off moves on their counter-attacks.
Atletico, despite their reputation for being overly defensive, do create clear-cut opportunities and just now need to piece it all together. Simeone may have a selection headache to ponder in a few weeks' time, as Correa's improved form of late coincides with Costa's proposed return.
It could mean he uses a 4-3-3 to accommodate all three forwards, or use Correa and replace one of the bonafide strikers down the flanks. It all combines to make for some interesting potential, ahead of a key stage in Atletico's campaign.
Six points behind leaders Barcelona in the title race with a tough test to come against Serie A champions Juventus in the Champions League last-16: it doesn't get easier from here. Morata and co must embrace it.
