Luke Moore has passed his medical at West Bromwich Albion and he is today expected to sign on-loan until the end of the season with a view to a permanent £3.5 million deal in the summer.
The rumours about Villa striker's move across the West Midlands have been circulating for months but, after they were this week labelled as nothing more than speculation by Albion, it seemed Moore would be going nowhere.
That quickly changed on Tuesday and the 22-year-old, who has played four times for the England Under-21s, could even be included in the Baggies squad for tomorrow's visit of Hull City if the necessary "loose ends have been tied up."
Moore has struggled to hold down a first team place at Villa Park this season given the form of Gabriel Agbonlahor, John Carew and, more recently, Marlon Harewood.
One suspects the chance of regular first team football influenced the player's decisionmaking - but any ideas the youngster might have had of being guaranteed a first team place at The Hawthorns, and in the most potent side in the country, were yesterday deflected by Tony Mowbray.
"Luke understands the situation here," said the manager. "I have explained it to him.
"It is not as if we are struggling for goals - but I think he wants to be in an environment where he can enjoy his football and flourish.
"He understands the quality of footballers that we have in the position that he plays and, as I understand it, he is happy enough to come on board and compete with them.
"There's no pecking order of strikers at our club. We pick the strikers to win the games and that is what I will continue to do.
"But if he plays well and scores goals he will find himself in the side most weeks."
The manager is in no doubt about the qualities that Moore, who has scored 14 goals in 87 appearances for Villa, will bring to Albion's striking options.
His attributes have already been likened to those of Kevin Phillips, which is a fair and accurate comparison in Mowbray's mind.
Coincidentally, Moore is following the same route as Phillips, who left Villa Park for The Hawthorns, and the Premier League for the Championship.
It is a step down that has benefited several of Albion's current first team well.
Mowbray said: "Luke will bring quality and a hunger to be involved more.
"He is more in the Kevin Phillips mould than the other strikers we have so he will also bring that balance, as well as goals.
"Hopefully, he will be one for the future as well as one for today.
"I genuinely believe footballers do not just jump to a club without asking around and I would like to think that our expansiveness, the quality of our game and our talented young players would be endearing to players like Luke."
That was certainly the case for James Morrison, who has played alongside Moore through the England age-groups and now believes Albion have assembled a squad as talented as the one he left at the Riverside.
The former Middlesbrough midfielder can also see his own game benefiting from the club's newest acquisition.
"He showed what a good player he was when I played with him through the England age groups," said Morrison.
"He's very fast, good on the ball and I am sure he can help our team.
"He is different from what we have at the moment in that he can run in behind defenders.
"Any striker that is going to do that will be a benefit, especially as that will help make room for midfielders.
"He has seen the quality of players we have and hopefully he will get back in the big league with us.
"I have made the step down from Middlesbrough and now I am really enjoying my football. I am sure Luke will do the same."