It's not a bad play, it's about frequency and successfully running other plays from the same formation and personnel package. It's kinda like running the jet sweep, it's gonna fail if you just keep running the same sweep from it. The part that makes it effective is being able and actually running other plays from that formation and pulling motion enough to keep defenses guessing. It's also about selling the fakes and motion every time you run a play from that formation, every player has to sell every play from that formation so there isn't a tell on what is actually being run from that formation. Even with all that, sometimes the defender just guesses right.