For non QB's we should not be too surprised but just want to point out you have to talk about specific years a guy should have won it over the guy who actually did win it. MVP is not a lifetime achievement award meant for one of the greatest players. Without looking Rice did have a year with like 23 TD's or something in an era where that seem impossible, probably equivalent to a 30 TD season by a WR today. I bet Montana or Young actually won it that year.
Actually I could not help but looking, in 1987 he was second to Elway..... He was 2nd 3 times and 3rd twice.
https://www.pro-football-reference.com/awards/awards_1987.htm