I think it’s as much poor managerial tactics as much as it’s his perceived lack of effort. Remember McGeady when he said he couldn’t believe how every team’s fullbacks were rapid.. the game has evolved that your wide players have to be athletic unless you are going to dominate the ball.
James does enough for me to play 10 and to contribute to a defensive shape. He doesn’t have to make a single tackle, intercept or anything all game but if he pushes the play to where we tactically want it or closes down the space, passing lane or man he’s been told to then that’s enough.