TBF it is 10 league goals in 31 league appearances. Those aren't great numbers in Spain.
To put that in perspective it is less than Helder Postiga and Carlos Vela and Piti and Aduriz and Higuain and Ruben Castro; and less than half of Soldado (24 league goals and £25m) and Negredo (25 league goals and £16m).
He may be the flavour of the month (he also may be as good as some here are making out) but he is far less proven (or tried and tested) than Negredo, who went for less than half what we are talking about. Costa has had one season where he has produced the goal-scoring form of a top striker in Spain; this one, and he's only just come out of a slump where he scored 4 goals in 15 games.
If Jose looks at him and thinks he's going to improve the team; fine. But he isn't a "tried and tested" top level striker and £35m isn't cheap for a player coming off the back of one good season who wouldn't have cost a third of that a year ago.
He wasn't a second striker or an attacking midfielder.
He played up front in a conventional two.
Falcoa actually links up play pretty well too, just look at his assist for Costa's goal in last season's Copa Del Rey final.