more often than not a 3rd and long from any team I am watching winds up short when the ball is thrown short of the 1st down marker at which point I never fail to curse into my beer. Its not all the QB's fault. The coaches have to be approving that sort of thing. Taking a bigger risk for a bigger reward is fine in high school ball but the money factor has become so large, even in college ball, it pressures everyone to be ultra conservative.