The question to me is, why not run twice on 3rd and 4? Four down territory, right? But no, we never think more than one play ahead. It's been a problem with the Bills for 40+ years.
McDummy has done it at least twice. A couple years back, it cost the Bills the game and he admitted he wanted it back. But he did it again earlier this year, but the guy missed the FG, so no harm, no foul, right? He never learns from his mistakes.