If only because he has no other choice.
Tavon's contract makes him unncuttable this year, and virtually untradeable.
McVay is a clever and creative O mind. So, if there's any HC that can get value out of Tavon this year, it's McVay. But it's a weak hand that McVay is forced to play, imo.
Good news and bad news for Tavon.
Good news is that Tavon might generate interest for his services for next year. A trade or release scenario might allow him to land on his feet, so to speak (perhaps with a downward salary adjustment). And McVay might be able to extract some on field value from him this year. A "free roll" for McVay, kinda.
Bad news is that Tavon will likely struggle to get snaps this year. McVay has excellent weapons in Watkins, Woods, and Kupp in 3 WR sets. If he wants a 4th WR he's got Reynolds, Cooper and/or Thomas (later). Honestly, how does anyone make a case for Tavon (as a WR) ahead of any of those guys? Even zn? Lol.
As to PR duties? I'd rather see Cooper back there. Wouldn't you?
So, by this process of elimination, McVay has to find value for Tavon out of the RB area. The trick play or decoy department. I'm sure that McVay will do his best, but that's a tough way for Tavon to justify his $10.5 million salary, don't you think?
Look, I don't hate Tavon. It's not personal. Just business.
