Our opponents have clearly seen something on film that indicates we are susceptible to the pick type routes. They are going to keep running them until we demonstrate we can stop them. They may be illegal, but it's smart game planning to run them if you know the officials aren't going to flag them.
The impetus is on our coaching staff to A) do something to disrupt them, and B) maybe draw a few up for our offensive game plan as well. It's pretty clear Beasley has been struggling to get open. He's the type of receiver that's most likely to benefit from "rub routes".