Although he has barely played 10 minutes since Boxing Day, Jhon Durán is the center of attention at Aston Villa.
The Colombian's glorious unpredictability makes him one of the most watchable players in Europe. And off the pitch it is just as difficult to know what will happen next.
In this transfer market, Villa have made it known that Durán is not for sale, after a significant offer from West Ham on Monday and interest from Paris Saint-Germain.
Boss Unai Emery said last week he would like to keep the 21-year-old at the club for the next 10 years, adding the caveat: “I don't know if we will keep (Duran and Ollie Watkins) here for a while.” A long time, but I hope we do it.”
However, in such a delicate relationship, those opinions can change from day to day. In fact, Mail Sport understands that at the end of 2024 clubs across Europe believed that if they made an offer, Villa would listen to them.
While the price was high, probably second only to Jack Grealish's £100 million move to Manchester City on Villa's record sales list, Durán's admirers were confident that Villa would be willing to do business.
Aston Villa has made it known that Jhon Durán is not for sale in the January transfer market
The Colombian's glorious unpredictability makes him one of the most watchable players in Europe.
But off the pitch it is just as difficult to know what Aston Villa will do with the striker next.
It seems strange. Why would a club still participating in this season's Champions League, where a win in Monaco on Tuesday would likely put them in the round of 16, consider selling their top scorer, especially when he is one of the most exciting young players of the world?
The answer is complex. Like many clubs, Villa must closely follow the Premier League's spending rules. They escaped a potential points deduction this season only by selling Brazilian midfielder Douglas Luiz to Juventus in late August.
The situation is expected to be very close again for many clubs, including Villa, when they present their next accounts at the end of May or June.
Selling Durán, who tops the Premier League charts with 86 minutes per goal, ahead of Mo Salah, Alexander Isak and Erling Haaland, would likely solve Villa's problems with the profit and sustainability rules (PSR) in one fell swoop.
His profile is the dream of every big club: a young, fast and powerful center forward, who takes many shots and has a lot of room for improvement.
Former Villa sporting director Johan Lange brought in Durán from MLS side Chicago Fire for around £17m two years ago. Now it's worth much more than that.
The question still arises: why sell it? Once again, the answer is complex. Durán's strengths can also be his weaknesses. There is an unstructured quality to his game and demeanor that, while entertaining to neutrals, means he can be difficult to coach and manage at times. With some players, coaches know exactly what they will get day to day. Durán is not that guy.
Shortly after signing a new contract with a huge salary increase, Durán was punching and kicking the seat in front of him shortly after being substituted in a Champions League match against Bologna. He had just scored and was angry at being substituted by Watkins.
Villa prepare for crucial Champions League showdown against Monaco on Tuesday
The profile of the 21-year-old is the dream of every big club: a young, fast and powerful center forward
Durán is no stranger to crazy moments, like his red card for trampling Fabián Schar.
Emery downplayed it, but these are incidents managers can live without. Since Durán's red card at Newcastle on Boxing Day, Watkins has regained his place in the starting XI and has scored in the last two games.
A year ago, Villa came close to moving Durán on loan to another English club, only for that club to reconsider because they doubted how well Durán would fit into their dressing room. Last summer, Villa were desperate to find a buyer for Durán, who would have moved to West Ham if he had been offered around £40million.
Of all the clubs that were informed about Durán, PSG was the one that showed the greatest interest. The French champions are desperate for a number 9 and could review this deal, if not now, then in the summer. If Durán continues to perform well in the Champions League, Villa may demand a higher fee.
After serving his three-match red card ban at Newcastle last month, Durán returned to the Everton squad last Wednesday but did not leave the bench when Watkins scored the only goal. He then replaced Watkins late in the 2-2 draw against Arsenal.
Meanwhile, Emery remains desperate for reinforcements and this is where transfer boss Monchi earns his wages.
In an era of data- and process-driven hiring, Monchi is a throwback. The Spaniard is an old-fashioned negotiator who tries to keep several plates spinning. He has a huge network of contacts and can move quickly from one objective to another. Plans can change in the blink of an eye. It can be a wild ride, especially with PSR in the background.
Villa thought they had a deal for Donyell Malen almost a fortnight ago, but Mail Sport understands Borussia Dortmund attempted to renegotiate the price when they learned Ipswich would pay Villa a similar fee for Jaden Philogene.
With 41 caps for Holland and plenty of experience at the top level, Malen is different to Philogene, who is unproven at the top level. Villa ended up paying around £23m for Malen and selling Philogene for around £20m. Good business, in short.
Villa hope Donyell Malen proves shrewd deal for £23m from Dortmund
It remains to be seen if Aston Villa and Unai Emery (above) stick with or pivot to Durán
Although he is ineligible for Tuesday's match, Malen will likely soon overtake Leon Bailey in the pecking order as Emery is believed to have become frustrated with the Jamaican's inconsistent displays. The Dutchman can also play through the middle, which brings us back to Durán.
Predicting Durán's future is nonsense. He could provoke a fit of rage at the Stade Louis II or score a hat-trick. You could even do both, possibly in the same 20 minute period.
Should Villa stay or go? It's a devilishly difficult decision. And until the window closes on February 3, nothing should be ruled out.