Appreciate it’s a different level, but he’s said himself his best goal return was at Brentford as a lone striker. So it’s not like he can’t do it, but it’s the type of lone striker we tend to employ - ie a large unit predominantly to hold the ball up and score from headers.
Bit like when we signed Andy Johnson, scored 20 goals for Palace (don’t start on the penalties line) but was considerably less proficient for us because Moyes insisted on knocking the ball in to corner flags for him to chase after and pump the ball in for Cahill.
Maupay is no superstar or potential golden boot winner, but we certainly don’t play to his strengths, so I agree he’s not being used correctly but not necessarily due to the lone striker thing.