I think it’s situational football. Creative play calling is a huge necessity in the league today because the defenses are so fast and defensive schemes are so complex.
You look at the situation of that play and it is a questionable decision - even though the play itself was undeniably perfect for a 3rd and 3.
But was it the perfect play for 3rd and 3 when your opponent has no time outs left and under 2 minutes on the clock?
That’s where, in theory, a run makes more sense because even if it fails to gain the 1st it keeps the clock moving.
So risky and creative play calling is hugely important - but sometimes you need to be a little more Dennis Allen and less Sean Payton. I’d have to think Allen would have vetoed Kubiak calling a pass play in that situation - but maybe I’m wrong.