It's classic football!
Keep giving the defense the same looks over and over, but the ball goes to a different player every time. Very routine for the offense, but confusing "smoke and mirrors" for the defense.
Having success running the football is the key. That OLB has to come up and respect the run, that let's Everett blow by him to a wide open area 20 yds downfield. If the Rams were not running the ball well, then that OLB would be able to sit deeper and not "commit" himself to the run that early.
Any way you slice it...The Rams and McVay/O'Connell have the Rams offense rolling right now. It really is a beautiful thing to watch as a football fan, and former coach.