Indeed, the Hammers are the current bookies' favourites to sign the QPR forward, according to Sky Bet, but Sullivan's comments may have poured cold water on the links. Newcastle, meanwhile, are also said to still be in the running, while Tottenham were recently reported by the Daily Star to consider Austin as their Plan B.
All of that considered, however, Keown feels the QPR man may be looking at Bournemouth with interest - who are priced the same as Newcastle by bookies.
He said during a 'Tackle Keown' session on the Daily Mail website: "He suffered with injuries in pre-season and there is still a question mark about his knees. I think that’s one of the biggest things holding him back. QPR want a lot of money but he is a proven talent and lots of people were in this position before with him.
"He needs to be in the Premier League and needs that fix of being in the big time. It improved him last year and when you lose that after being relegated, it can be difficult to adapt and find that motivation every week.
"He will be looking at the likes of Bournemouth who are taking the tour of all the top grounds in the Premier League and wishing he was back there."
Worth the risk?
Sullivan's Austin comments were notable and, whatever their true agenda, explain why West Ham have not made a move yet. As the Star's report suggests, meanwhile, Tottenham have Saido Berahino as their first choice - although Spurs fans are keen on signing the QPR forward nevertheless.
Newcastle, meanwhile, have already spent big and appear reluctant to move for another forward. Could that indeed, then, leave the door open for Bournemouth?