With a superb record of 19 goals in 19 La Liga games so far this season, Atletico Madrid frontman Costa is one of the planet's most in-form strikers and is understandably attracting attention from a host of Premier League clubs.
Yet while the rumour mill would suggest that Costa may well be on the move this month, I believe it would be more beneficial to both him and his current club if he stayed at the Vicente Calderon until the end of the current campaign.
Following their 0-0 draw with Barcelona on Saturday evening, Atleti find themselves second in La Liga, behind Gerardo Martino's outfit by virtue of a slightly inferior goal difference. With the club having not tasted top-flight success for nearly two decades, this would appear to represent their best chance of serious silverware.
Without Costa, though, such a realistic aim would appear to regress into nothing more than a fanciful pipedream. While no player is bigger or more important than a club, of course, Costa's goals are vital to any chance Diego Simeone's side have of winning the league.
If he were to leave now, then who knows what might have been for the club. In addition, with the player in such a rich vein of form, it could be foolish and indeed potentially harmful for the player to up sticks and move abroad mid-season.