It is an unusual deviation from the normal sequence of play-calling, and the advantage is that much of the time opposing defenses aren't prepared for it. They have plays set up for when they need to make a stop -- particularly at the goal line -- but they're not used to using them in this situation and it is, I suspect, almost entirely the novelty of being forced to run the "must stop this one play" defense that makes it a successful tactic.
Which in turn implies that if people start doing it all the time, defenses will simply adjust, become accustomed to making a dozen or so fourth-down stops per game, and that will be the end of this "Opposing Defensive Coordinators HATE him -- learn this one weird trick" story.
It is an unusual deviation from the normal sequence of play-calling, and the advantage is that much of the time opposing defenses aren't prepared for it. They have plays set up for when they need to make a stop -- particularly at the goal line -- but they're not used to using them in this situation and it is, I suspect, almost entirely the novelty of being forced to run the "must stop this one play" defense that makes it a successful tactic.
Which in turn implies that if people start doing it all the time, defenses will simply adjust, become accustomed to making a dozen or so fourth-down stops per game, and that will be the end of this "Opposing Defensive Coordinators HATE him -- learn this one weird trick" story.