Some of this is a bit more subtle. It's not always about being "unexpected", but you have to strike a balance between finding plays that your personnel have the ability to execute perfectly but incorporate them in a way that, while the defense may suspect strongly that you will be running them at a given juncture, it cannot aggressively respond to counter them because of the evidence of plays from similar situations that could take advantage of that aggressiveness.
Historically Garrett has been "OK" about goading teams into these sorts of mistakes, and more so at the beginning of seasons and immediately after halftime (remember how dominant Dallas was in second halves in 2007? Don't tell me that our offense wasn't good at making adjustments). But this year the feints and maneuvers were just blunt instruments. That draw audible that Tony used so infuriatingly, the TO fake reverse nonsense even after it had been demonstrated that it wasn't a high upside play, etc.
Sometimes all it means is running the same off-tackle play 4 times effectively before you switch to a zone blocking scheme for a play to sucker the run blitz they send to counter. Our attempts at cuteness this year, instead, had all the gracefulness of a rusty sledgehammer.
But can we please dispense with the, "Jerry's keeping him cause him's an Ivy League edumacated graduwat, hur hur hur" nonsense? I've never heard that anywhere but on these boards, and now it's spread like wildfire, just like the juvenile "Tecmo" posts. Seriously, grow up.