Finally got to see the 4th and 3 play for the first time (CPA exam on Monday basically destroyed entire weekend for me) and I have a couple issues. Yes, I realize I'm horribly late to the party.
1. I don't hate the playcall, although I don't love it. It's a microcosm of how "close to the vest" we have played several games over the past 2 seasons in our refusal to try anything downfield. 2 of the 4 eligibles ran hitches right at the sticks, CJF ran a sit route right at the sticks, and Derby had the flat route.
2. Absolutely nothing deceptive about the coverage. Tight press man across the board, one high safety, showing that they'd bring 6 at the snap. Either way you aren't dealing with zone coverage due to the leverage of the corners and their techniques.
3. The route concept is called "Spacing", and most every team runs it (mostly out of bunch, which we motioned to). Against zone, it provides a horizontal stretch of the underneath coverage as most teams won't try to man up vs. bunch sets. If you do get man coverage, Derby is probably the most correct read on the play, although you do have a small house in CJF whose responsibility on the play is to get to a spot past the sticks, directly over the ball, and post up the MLB.
4. First, the easy issue with the call...the personnel package. Why you have your 3rd/4th string TE as the primary on that play I'm not sure...maybe they don't trust Hamilton in that scenario, but especially once you got man coverage, you have to hope that the rest of the play works out perfectly or he's probably not going to be able to make the catch and gain the first.
5. Secondly, I'd guess that KMM's route was supposed to take him deeper to allow his man to get in the way or "rub" the fella who is covering Derby out of the wing position. But the issue(s) there were that KMM's motion took him too far inside, leaving Derby in a 1 on 1 race to the corner with a safety (not a contest he's going to win very often). Furthermore, KMM got all jammed up and couldn't get through, so the safety easily slid over the top and KMM's route meant nothing to the play.
If you are set on using Derby, it probably would be better to cut KMM"s split from the get go and bring Derby in motion from the other side of the formation to get to the bunch set so he's got a little bit of a head start...plus then if they choose to go man, not only do we have the possibility of the natural rub with KMM's route, but the guy guarding Derby has to fight through traffic following him across the formation.