Quality strikers are a rare breed to begin with, and even more so in recent times. It wasn't too long ago that you'd also be shocked when Martial would miss 1v1 because he was a solid finisher even when he was struggling in his all-around game; he was the one you'd back on the team to get you a goal if you presented him with a 1v1, but now it's almost expected for him to miss given how poor he has been, and I don't even feel it's the goalkeepers getting the read on him, but more so him just not striking the ball the way he used to and bailing out the keeper with a weak and poorly-placed shot.
Wasn't it Ruud though that said goals were like ketchup? I think once he gets a few going, he'll average out to something decent by the end of the season, at least that's the hope otherwise he's just going to be a very expensive squad player.