Plays are about way more than just the playcall and the Xs and Os. Everyone knows the same basic set of plays, what really makes the difference are the tiny details that fans could not possibly understand. You have to worry about the play sequence, the combos, the rules within each play for how everyone matches up, the subtle differences in technique and leverage with every single player on the field. It’s not just as simple as go run this route, its also about breaking off the same route 2 yds shorter or if the DBs are lined up a certain way, things like that. The actual playcalls are sort of universal, everyone knows what “all verts” means, but there are an infinite number of tiny variations in terms of the specific rhythm and timing and the players you line up and how you motion them around, etc etc etc, which can force a slight hesitation from the defense, which is how big plays are actually made in the nfl. People think playcallers just call “the right plays” whatever that means, but it really comes down to extremely minor details and clever little nuances that you would only notice if you were an nfl coach.