He definitely comes across as the foreign 'sexier' signing when compared to Lukaku.
However, hindsight is a wonderful thing, and don't forget they're both going into two completely different teams. Lukaku has joined a largely disjointed attack still finding itself. Having played for Everton, he'll be a lot more used to his fellow attackers just not performing. On the other hand, Morata has joined the champions of two of the past three seasons and can seemlessly slot into Costa's place of a very fluid and well oiled attack. He also comes from the best team in the world.
Whether either could switch teams and still perform is clearly up for debate. However, Lukaku was and is the right striker for our team right now IMO.