Materials discovery driven by statistical property models is an iterative decision process, during which an initial data collection is extended with new data proposed by a model-informed acquisition function--with the goal to maximize a certain "reward" over time, such as the maximum property value discovered so far. While the materials science community achieved much progress in developing property models that predict well on average with respect to the training distribution, this form of in-distribution performance measurement is not directly coupled with the discovery reward. This is because an iterative discovery process has a shifting reward distribution that is over-proportionally determined by the model performance for exceptional materials. We demonstrate this problem using the example of bulk modulus maximization among double perovskite oxides. We find that the in-distribution predictive performance suggests random forests as superior to Gaussian process regression, while the results are inverse in terms of the discovery rewards. We argue that the lack of proper performance estimation methods from pre-computed data collections is a fundamental problem for improving data-driven materials discovery, and we propose a novel such estimator that, in contrast to naïve reward estimation, successfully predicts Gaussian processes with the "expected improvement" acquisition function as the best out of four options in our demonstrational study for double perovskites. Importantly, it does so without requiring the over thousand ab initio computations that were needed to confirm this prediction.