Incremental analysis and football strategy

Getting around to piles of old Sunday NYTimes lying around my place. Caught an interesting article about how Bill Belichick took work on incremental analysis (PDF) by David Romer to heart. Some recommendations: most teams go for the 2-point conversion too often, and it's worth going for it on 4th and short from almost anywhere on the field.
Good to see innovative quantitative analysis making an impact in sports beyond baseball.