The Buffalo Bills are reeling after back-to-back losses to the New England Patriots and Atlanta Falcons, heading into their bye week with plenty to address. While the defense struggled in the first half against the Falcons, allowing career days for running back Bijan Robinson and wide receiver Drake London, the offense’s inability to find rhythm has sparked intense scrutiny. At the heart of the conversation is an “inexcusable” tactical decision by head coach Sean McDermott: the underutilization of star running back James Cook.
James Cook’s Limited Role: A Puzzling Choice
James Cook, recently named AFC Offensive Player of the Month for September, has been a cornerstone of Buffalo’s offense. With a $48 million contract extension signed in the offseason, the Bills have heavily invested in the dynamic running back, who has proven his worth with 537 rushing yards and five touchdowns on 107 carries through six weeks, alongside 12 receptions for 89 yards. Yet, in the loss to the Falcons, Cook’s snap count was a mere 52.6%—his second-lowest of the season, per WGR Sports radio host Howard Simon. Even more baffling, Cook was absent for all nine of Buffalo’s third-down plays and their sole fourth-down attempt.
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Simon took to X to voice his frustration, writing, “James Cook snap count last night was 52.6%. His 2nd lowest of the season. Lowest was in the blowout win over the Jets. As per ESPN, Cook was not on the field for any of the Bills 9 plays on 3rd down or their 1 play on 4th down. That’s inexcusable.”
Matt Parrino, Buffalo Bills reporter for Syracuse.com, echoed this sentiment, pointing to the Falcons’ effective use of Bijan Robinson as a model. “Look at how the Falcons use Bijan,” Parrino wrote on X. “He’s spread out wide and going in motion and running out of different formations out of backfield. It’s a stark contrast to how Bills are using James Cook. It’s inexcusable to me that Cook is only getting 50% snaps in this game. I don’t get it.”
A Tale of Two Halves
Cook’s dominance in the first four games of the 2025 season, where he consistently surpassed 100 scrimmage yards, showcased his ability to carry the offense. However, in the losses to the Patriots and Falcons, his production plummeted, failing to reach the 100-yard mark in either game. Most alarming is his complete absence from the passing game, with zero catches and just one target over the two contests. As X user @dailybills_ put it, “James Cook has 0 catches and just 1 target in the last two games (both losses). Absolutely unacceptable.”
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One particularly egregious moment came in the Falcons game on a critical 3rd & 1 play. As highlighted by X user Josh Brown, the Bills opted for a play involving wide receiver Elijah Moore instead of handing the ball to Cook in a favorable 4-against-2 situation. Brown posted, “4-against-2 on a 3rd & 1. This was the easiest one yard to get, and you go with the Elijah Moore blunder. It was right there.” The decision not to rely on Cook in such a pivotal moment left fans and analysts questioning McDermott’s strategy.
Cook’s Proven Track Record
Cook’s career stats underscore why his limited usage is so perplexing. Since joining the Bills in 2022, he has steadily grown into one of the NFL’s most versatile backs:
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2022: 89 rushes, 507 yards, 2 TDs; 21 receptions, 180 yards, 1 TD
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2023: 237 rushes, 1,122 yards, 2 TDs; 44 receptions, 445 yards, 4 TDs
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2024: 207 rushes, 1,009 yards, 16 TDs; 32 receptions, 258 yards, 2 TDs
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2025 (through 6 weeks): 107 rushes, 537 yards, 5 TDs; 12 receptions, 89 yards
His 2024 season, with 16 rushing touchdowns, and his recent AFC Offensive Player of the Month honor—making him only the second Bills running back to earn the award after Thurman Thomas in 1991—highlight his importance to the team. Buffalo’s investment in Cook demands that he be a focal point, especially in high-stakes situations like third and fourth downs.
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A Path Forward
The Bills’ offensive struggles against the Falcons weren’t solely due to Cook’s limited snaps, but his absence in critical moments was a glaring misstep. McDermott’s decision to sideline Cook in favor of less effective plays has been labeled “unforgivable” by fans and analysts alike. To right the ship, Buffalo must prioritize getting No. 4 more involved, both in the running and passing games. The Falcons’ blueprint with Bijan Robinson—utilizing him in diverse formations and as a receiving threat—offers a clear contrast to Buffalo’s conservative approach.
As the Bills head into their bye week, McDermott and his staff must reassess their offensive strategy. With a 4-2 record, Buffalo remains in the playoff hunt, but failing to maximize Cook’s talents could jeopardize their postseason aspirations. Getting the $48 million man on the field for critical conversions isn’t just a suggestion—it’s essential for the Bills to reclaim their status as AFC contenders.