re: How do you assess our WR play so far?

What's the deal on this "hitch" route, where the WR sort of sits on the route at ten yards, kinda like the old hook routes, except with less movement?
This has almost been intercepted more than once and seems ill conceived or just poorly run, except to set up a deeper route.
Beckham runs the best routes of the bunch, IMO. Russell Sheperd, the worst.