Play designs are poor. Play calling of the poorly designed plays is not good either. There is a lot to coaching beyond game day coaching. The Bills coaching staff seems to be good at the non-game day coaching. But average Bills fans have a dozen plays a game where they are all scratching their heads asking what were the Bills thinking. (recent obvious example, QB sneak on a fourth and 2). Sports have a variety of success measures. In baseball at the major league level if you put the ball safely in play 30% of the time you are a star. If you are a goaltender and save 93% of the shots in the NHL, you are a star. If you save 90% of the shots, you are just OK, if you save 85% of the shots, you are out of the league. NFL play calling is closer to NHL goal tending than it is to MLB hitting. Bills are missing too often during games.