A play-caller like Shannahan or McVay would use this play concept and build similar looking concepts off of it to put defenses in a bind.
For example, you could run the same OL action, and with Biadasz/Martin/Steele/Ferguson all blocking down to their left on the play you could have the exact same looking action with them all taking a hard 2-3 steps down to the left, but after his first 2-3 steps Ferguson then leaks out and across the middle dragging towards the left sideline.
The defense will see the OL action and assume it's a running play to the offense's right and unless their LB's are extremely disciplined you could have Ferguson popping out wide open for a 5-10 yard gain.
Ferguson's route would primarily be a man-beater since he's dragging across to the left sideline in hopes that the defense crashes the opposite way thinking that it's a run. So then you could build in a zone beating route, perhaps with a WR sitting down in the middle of the field at 10-12 yards or so of depth.
This would also put the safeties in a bind depending on their alignment from crashing down hard on Ferguson who is running towards the left sideline (from the Cowboys offense's perspective), they'd either have to crash hard on Ferguson and leave the WR sitting down in space, or sit on the WR while Ferguson runs into space.
The key is making sure the OL doesn't get too far out over their skis and get called for illegal man downfield, they have to stay within 1-2 yards of the LOS.
A great play-caller/designer would build in counters on top of counters on plays like this and have the OL and the TE very finely tuned to make sure everything looked the same and all the details were tight to really deceive the defense.
Can Moore do this, and Philbin to a lesser extent, while also intuitively being able to time it properly to really impact the defense at the right time and down/distance in the game?
That's the real question.