Any insights on all the shifting for some of the punts?

Maybe I'm just blind, but I can't remember maybe ever seeing a team do a bunch of shifting and motion pre-punt if it isn't a fake. But we did that a few times yesterday. In fact, one Hekker punt went a little short because I think one of the guys who moved inside was a bit far back and almost got pushed into Hekker while he punted.

Anyway... any insights into why we're doing that? Obviously, we're trying to mess with them, but I wonder what the goal is...