He did not play in '12 & '13 then played 9, 11, % 17 games. Pretty normal development for a forward in a team like the Cats had then, especially with "kick it to me I'm the greatest" Hawkins in the team.
I think you are being a bit harsh on his Geelong career, but I am disappointed with what he has offered since returning. I blame the game plan as I said above, but it could be his Nanna, his mates in Perth and his manager meetings that are distracting him. You would have to ask Ross about that however.