It is an NFL coaches thing. Mike McCarthy was the same way in Green Bay, which is why he is in Dallas now.Trying to understand the offensive game plan for the Titans is mystifying. The obsession with feeding touches to basically Derrick Henry and inexperienced/flat out untalented players in uncreative and uninspiring ways works about as well as one might expect. The commitment to consistently going away from things that work is equally bewildering. Rough is a generous way to describe that start.
His 5th year for the Packers, 2011, they won the SuperBowl. He was an excellent QB coach. Then he started coaching like an idiot. The 2014 NFC Championship playoff game against Seattle is the example. The Packers led 16-0 at halftime (they kicked 2 FGs from the 1 yard line) and 19-7 late in the game. Green Bay ran the ball with Eddie Lacy 3 straight times and had to punt with three minutes remaining and ended up losing 28-22 in OT. Most fans felt that GB should have tried to pass the ball at least once to get a first down. But McCarthy chose to take the ball out of Aaron Rodgers' hands. It probably would have been Rodgers second SB win 2 weeks later.
McCarthy signed with the Packers. Later he had a 5 year extension, then 4 years, then 1 year in 2018, his 13th and last season with Green Bay. You can seen the trend.