It was obvious that whenever they lined up that Linebacker at Fullback they were in "smash it down your throat" mode. Then they sprinkled in a couple well timed play action passes.
If I recall, the Bills on offense actually used play action pretty effectively on that last drive to get into scoring position. I hate watching them run the ball directly into the line on first down drive after drive, but it does set things up for misdirection late in the game.