What do you feel about ww not building Bloodrazor?

In competitive game and in high ranked, and in the "standard" build, new ww does not build bloodrazor, but cinderhulk.

Ww has always been a on-hit champion (ult proc on-hit, q proc on-hit, passive is a on-hit, aa reliant champs...).

What do you think about it guys? Do you think bloodrazor is under-tuned? Or that the AOE from cinderhulk to clear AOE camps and push waves means that there is no room for a single target item?

I personally build bloodrazor. But I am curious, it seems weird that ww does not build the on-hit jungler item.