Morata clearly has WC potential. He's got the tools to be a complete and dominant striker. He's tall, very fast for his size, good acceleration, fairly strong, shoots with both legs, great ball control and first touch, is fast with the ball, is intelligent. A classic CF.
What he lacks is the trust in himself. He's pretty insecure and anxious. This makes his decision making poor, even though he seems intelligent. This barrier must be broken. If it is, he will be one of the best strikers of the world. I really like his game.
So yes Marotta paid a hell lot of money for him, and paid for potential. The buy back clause is a problem. But the potential is there.