Jack was not that far off the pace last year but played the second half of the season with a multitude of injuries. Does that mean Franklin didn't 'deserve' it because Jack was not at his best?
For what it's worth I don't think deserve comes into it at all. It's simply the most goals kicked in the season, subjectivity is completely irrelevant to the award - it's not awarded for the best forward - so why bring it up?
If you felt that way you would be better off stating Franklin is the best forward in the game, and I think most here would agree with you (probably while pointing out his weaknesses though

). But that 'fact' is completely irrelevant to the topic isn't it?