35 goals in 52 games isn't insane in itself. He's only 22 though and is likely to reach 40 + goals for Brazil before turning 23 - now, that's insane.
Think he's got everything to be a big hit: great technique, imagination, vision, pace, explosiviness, productivity, leadership qualities. And confidence. He was the best player at the Confederations Cup last year, scoring goals against Mexico, Italy and Spain. Will be interesing to see whether he could repeat that achievment now. Anyway, think he's great to watch.