West Brom youngster Saido Berahino has been making waves off the pitch this summer, but an academy starlet who was sold by the club this summer can't stop scoring on it.
The Baggies sold Roofe to League Two side Oxford United on a three-year deal in the summer, where he had spent a successful spell on loan last season.
Roofe is already repaying the faith shown in him, scoring goals which have positioned Oxford United in the play-off spots at this early stage of the season.
The 22-year-old scored the winner at the weekend against Bristol Rovers. That was his fourth goal in six games this season, a figure improved to five in seven when taking into account his Capital One Cup goal against Brentford.
He is holding down a regular starting place on the right wing, also appearing as a striker on one occasion, and is showing he can make the step up to play competitively with ease.
Roofe was at the point where under-21 football was not enough for him, with a record of 24 goals for the Baggies at that level.
There is a big step between the Premier League and League Two, but Roofe is displaying himself to be a big talent, and yet under successive managers he was not deemed good enough to be handed a single appearance for West Brom's first team.
Given the way he has seized his opportunity at Oxford, it's fair to wonder what might have been if they had been bolder and shown more faith in the young player they helped develop.