I was listening to a podcast yesterday and they brought up this exact thing, however, what they mentioned is that the play calling may not be flashy, it is actually quite brilliant when you consider that the Bills are playing a "grind it out" style and forcing teams to beat themselves.
The plays are efficient in 1st downs and when the opportunity is there for a big play, JA and Cook make the most of it. In years past, JA was always looking for the long bomb, the huge down the field play, etc. and now it seems they are chunking it 10 yards/1st downs at a time........this is the way to keep D's honest and to keep them on their heels when you have no idea if they are going short or long.
Zone D and JA will shred you with short to mid yardage with players who can YAC........man-to-man and JA will throw a bomb at the mis match.
Love it or hate it, but this O looks more complete than years past.