We don't run them real well. The idea is to make it just look like you were running your route by not throwing a shoulder into the defender or protecting yourself like you expected to block. Some receivers are really good at setting themselves up in the path and actually making the defender make the contact. Our receivers/tight ends look like they are trying to block on pick plays and get called for it.
Frankly, if you're going to commit to having them as part of your playbook, you need to seriously work on them just like with screens or any other play that calls for a type of precision. I do not like the pick plays and believe they should be called every time because they the offense an unfair advantage, but if the officials are not going to call them regularly, I believe Dallas should take advantage of that advantage.