Perhaps we are feeding certain elements in the media misinformation to allow us to focus on our real target.
I doubt it though.
Yarmolenko was impressive enough in the Euros 2012 but doesn't seem to strike me as our current style of player
I think Yarmolenko fits the profile Rodgers is looking for. He shares some traits with all 3 of our "major" targets this summer: he is a powerful and direct runner like Mkhitaryan, he is energetic in attack and defense like Costa and he likes to dribble past defenders like Willian. But he is the opposite of Willian in that he is a player who likes to create goals and assists himself, he doesn't play it safe and if your goal is keeping possession he is not the best player for that. He will run at defenders at every opportunity and when he is not successful, he loses the ball. But he is also a player who creates and scores goals and he is a natural winner.
His "tricks" are simple but very effective - everyone knows he likes to cut in on his left foot, but that doesn't make stopping him any easier. A few months ago he scored with his left in a crucial game against Poland national team and their coach was asked why they couldn't stop it, since "whole Europe knows how Yarmolenko cuts inside from the right and shoots." The Polish coach said that the whole Europe also knows how Messi plays, but it doesn't mean they can stop him in a game.
Yarmolenko is a type who doesn't hide when things are not going well and I think that's why even Dynamo's fans get frustrated with him at times; when the team is struggling as a whole he is usually one of the first targets of angry fans (that's not unusual though; even the great Sheva himself had to endure lots of negativity from Ukrainan fans as well). Again I would compare him to Robben who goes through periods when nothing is going right and his own fans turn on him - and then he starts carrying the team and fans forget their frustrations… until next time. The transition from Ukrainian football to Premier league will not be seamless; I think he will definitely need to be "educated" by Rodgers about being more careful when in possession and will need to adjust to a different style of football, because Dynamo plays a more counterattack based game where possession is not valued nearly as much as it is here.