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joram
"He's a guy that you can give jet sweeps, reverses to - so he's a really versatile player"

That's true and it's also more than that.

McVay on Cooks:

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He can win short, he can win intermediate, he can go down the field. So I think you’re really not limited in any way that you can utilize him.

Just tossing in my 2 cents and thinking out loud. Cooks can't run the ball out of the backfield presumably, but he can incorporate some of the Rams previous stuff with jet sweeps, reverses, and presumably also decoys. But he also runs a whole package of other routes---short, medium, long. So he's the opposite of a one trick pony. A one trick pony is a guy like Avery or Givens who can run deep routes but does not have a high enough mastery of other, shorter routes to be effective. A guy like that is obviously more predictable.