Yes I'm suggesting that the hop would deprive the shot of real power which comes from the momentum of the run up
True, but at the same time it causes a reaction from the Keeper. Most will instinctively move one way or the other when the see that movement.
If you see the one against Watford, you will also notice that before he lands he takes a look at the movement of the keeper, who, by the way, also takes a very long time to decide and does what I suggested earlier, merely falls over because he didn't commit earlier, if he did, and guessed right, he would have easily saved it cause the shot was soft (like you say) and also not even near the corner. But what Bruno does well is look for that movement before, which helps him decide if and when a keeper waits till the last moment.
Here is that pen:
Finally, has any of his hop goals been saved yet? Think till one is saved, they are pretty effective, and as we can see from Friday's penalty, another plus from it, is that it also causes mental games when keepers are expecting it and he doesn't do it, so for me, as long as it continues to go in, it is effective.
Here you can see Lloris probably expects the hop but by the time the ball is on the move, its too late.
Excuse the music on this one.