I think his agent may not have found good takers for him this year, and/or he is quite a grounded kind of family man who, if I judge him right from interviews and stuff, is not really that big headed and greedy comparatively. i think he has got a lot to learn, loads of us agree, and maybe he's just realising that he needs 1 - 2 seasons of scoring 30 goals, making EFC really go places, (like, say Bale, Suarez, Henry type ppl) before he really gets his big Man U, Barca, Juve type move he's craving. He wants to be that Elite type player, in the Suarez, Bale, Pogba category but he's not doing it yet.
Also on a side note, i go between love and frustration with this guy. When he's in Beast form, he's amazing and makes me feel like he should be our captain, then when he's frustrated with all the other players and shouts 'Ross, Ross, Ross, look where i'm running!' or tells every midfielder where they 'should have' passed it to him, and shows them the space and channels and puts his hands on his hips and gets pissed off with them, that's really frustrating and he needs to cut it out.