If you read the story the author makes that exact point. Their system they have Conner rated as essentially the best pass blocking RB in the NFL, Edmonds ranks towards the bottom of the list. That Edmonds isn't out in the pattern begs the question why is he in then? They could have used Conner, a better blocker, or even lined up a TE there. The reason Edmonds is there is Kliff is trying to be clever, by having a good receiver back there he's trying to occupy a defender so they have less guys to rush .
But the Rams wound up outsmarting him, as the guys says presnap you can see the Rams players talking and while we have no idea what they're saying, it appears they may have been saying this is the exact look we wanted, and they ran their little scheme where Donald pretended to rush and then stopped, occupying guys and they ended up with this gap where Reeder can go flying through there with only Edmonds to block him.
The design of the play is supposed to be clever, use Edmonds to occupy a defender, use Rondale to occupy their passrusher on that side he can't rush in because he's actually got to cover Rondale in the flat. That part worked, but the other part backfired because our OL didn't pick up that there's only 2 DL's rushing, against 5 OL's, so someone should have been freed up to pick up the blitzing Reeder but they didn't.
Also note you ordinarily are told to throw the ball where the blitz comes from, but Kyler doesn't do that because he only has one receiver on the left side of the formation, I think it's Wesley or Ertz can't really tell. We had 4 receivers on a play out of our own endzone, they dropped 7 guys into coverage plus Donald who's basically it appears spying in case either Edmonds goes out, or Kyler tries to run it up the middle.
So Kliff tried to trick them but instead our OL got completely fooled, Kyler got fooled and locked on downfield instead of coming off to Rondale or even looking left to see if Wesley(or Ertz not sure which one it was) is open. He waited too long, Reeder blew through Edmonds and then Kyler panicked, picksix.