Listening to Gabe Davis and Diggs interviews it seems the "creativity" comes from having options at the top of the route.
They can execute 3 different routes on most plays according on coverage. Which requires chemistry with the QB, which would lend to the thinking of it taking more time to get guys involved. It would also explain motor getting more plays than Cook when , IMO, Cook is clearly better.
Not defending them necessarily, just trying to piece together what's going on with logic.