And right there, I wonder if you've hit the nail on the head. I said the other day that perhaps we didn't need somebody better than what we've currently got in that CAM/ second striker role, we needed someone who better complements the rest of our side. With Holt as an obvious target for long balls, it didn't matter if Wes was too short, he was there for the knock-downs. With Van Wolfswinkel up front, he's not the same target (I think he lacks the strength if not the height of Holt), so with him and Wes together, the defence have no out-ball when under pressure. We saw against Sociedad Hughton experimenting with Fer in an advanced role, as he offered that target, so perhaps that's the reason behind Elmander signing?
What I've just said kinda explains why I thought Toivonen would be such a good signing, as he'd offer both the height and creativity. If that ship has sailed, or we've spent the money elsewhere, then perhaps Elmander is the cheap alternative?
Edit: Amazing how we all picked up on the Hoolahan comment!

I should probably add I'm not that knowledgeable about Elmander to know whether he could be used in the way I'm suggesting, I've just got that impression from reading a few other bits and pieces.
Orrr, maybe this is the club putting pressure on Toivonen to make his mind up, by making it seem like we're close to signing a player who Toivonen presumably knows pretty well, and would do a similar job at the club. But that's probably just wishful thinking...