The reason why I would want Jovetic more than Higuain is this. WOuld Higuain be steeping into a better squad than what he left behind for the past few season in Real Madrid? Player for Player, I would say that he could be taking a step down, whereas Jovetic would be surrounded by talent far more impressive than what he is leaving behind in Fiorentina. My fear is that Higuain may not improve over what he has done for Real Madrid, especially coming to what could be perceived as an inferior squad. Jovetic, on the other hand, has, in my opinion, a higher ceiling than Higuain.
Its not an indictment on Higuain, its just my belief that Jovetic has a higher ceiling.
And let's not take the economic impact out of the equation. Juve know this. They know that forwards are what sell the jerseys. Not midfielders, certainly not Goalkeepers. They, in my estiamtion, are not only looking for their future star, but their future symbol, and it is my assumption that they feel that Jovetic is the player who will do this for them.