I understand and I don't disagree. Pound the ball and pound it some more. However, you wouldn't run the flea flicker until you have beat them up with the run game for a good long while. IOW, go ahead and punch them in the mouth and then once thy're tired, give them a haymaker (FFlicker).
What Linehan has been doing is better than trick plays, IMO. He is able to see how the opposing defense plays certain routes and takes advantage of it later.
The play against the Rams where Dez was wide open was by design, IMO. They showed a look with T. Williams going in motion and pausing behind the OLine. They've done that several times on running plays with Williams blocking, but this time they sent him on a route designed to pull the Safety up. They knew that Janoris Jenkins would play the out route on Dez and just needed to get the Safety to pull up because of Williams route.
There have been several times this season that receivers got wide open due primarily to how Linehan setup the play calling sequences. There was a TD by Williams where no defender was within 5 yards or more.