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Classicalwit
He's just not an elite football player. The Rams have to rely on gimmickry to get anything at all out of him.

I don't know that I would call it gimmicks. He runs the ball and catches passes, often out of the same formations, and last year was getting 8.3 a carry. This year he has caught a number of passes in the 10-20 yard range. Not sure why that's a gimmick. He's just a weapon and they take advantage of his strengths.