Rapid Fire Cannon Issues

So RFC is supposed to be the pure ranged single target DPS Zeal item. I say this because Riot said something like (paraphrasing here) "For example, you go shiv instead of rapid fire cannon when you didn't need wave clear, but need more damage"

Well let's look here. 30% Aspd 30% Crit 8% MS Energize(RFC): Deals 50-200 damage with 35% bonus range (max 150) Works on buildings.

and 35% Aspd (higher) 30% Crit (same) 5% MS (lower) Energize(SS): Deals 30-100 on up to 5 targets, can critically strike, AKA 75-250 with

So...If RFC is supposed to be the damage choice, why does it offer less attack speed and a less overall powerful proc? Even if Shiv wasn't AoE, it actually ends up being weaker in most situations because most ADCs build >50% crit chance. In other words, its proc is going to deal less damage than Shiv's on average!

Another problem with the item is that when builds it(I will remind you that it's recommended on him), his spinning axes do not bounce back as far as they should. They act as if he still has his normal attack range which will really throw off his flow in a normal situation.