I agree with carrabuh; he has bulked up since coming to us, and even more so over the summer. Possibly under instruction in the belief that the Championship needs it. If, as carrabuh says, you look at clips from his time in Croatia, he was much less bulky, but nevertheless very strong when it came to withstanding contact and levering opponents off the ball.
I think he's one of the most skillful and intelligent players we have, as well as one of the best strikers of the ball. But that doesn't automatically translate into effectiveness in a team not set up to exploit the undoubted talent there. Last season our attacking play was biased heavily towards the left side, the focus being to get the ball to Sainz and Sargent. Crnac, who wasn't expected to be a regular starter, ended up making 38 Championship appearances and finished as our third top scorer (7 goals); that's despite him appearing to be invisible to team mates, whose brains and vision seemed to be fixed (fixated) on S & S.
IMO he's well capable of playing as a 10, but neither he nor anyone else can be "creative" without those around them doing their bit. Wes Hoolahan regularly gave the ball away, or played what seemed an aimless pass into empty space, not because he lacked skill or creativity but because of what those around him did or didn't do.
Re. Ante's reference to Sargent, Josh could be for Ante what Holt was for Hoolahan.