Because we're never going to play him; he'll be sold the moment his value reaches a desirable level. We have so far failed to integrate any and all signings who've done well on loan (Kalas, Lukaku, Sturridge, de Bruyne) and that won't change with Atsu. Atsu struck me as a FFP signing when it was made and I'll be massively (pleasantly) surprised if that won't turn out to be the case eventually.