It's not fact that he ran the ball out the endzone, it's his attitude about it. He purposely defied the coaches' instructions and put himself before the team. If he kneels the ball in the endzone, he might've had an opportunity to "do him" in that drive. He could've had a long run or a key reception that put his team in field goal range. Instead, he blew that opportunity for both himself, his teammates, coaches and fans. Very selfish.