Most offensive coordinators have a script that they follow in the beginning of the game. They run those plays to see how the defenses align in response, and to find out how well they are able to defend those plays. Then most coordinators start to leverage what they learned during the running of those scripted plays throughout the rest of the game, making adjustments as the defense forces them to.
Here is where it things separate - some offensive coordinators then begin calling plays one play at a time, taking advantage of personnel and alignment weaknesses by the defense. They are playing checkers, reacting to what the other side does one play at a time. One play at a time, with a simple goal of taking what the defense gives you on that play. You don't run into a defensive alignment that had 7+ players in the box. You don't throw to receivers when there is safety help over the top of the route. So the defense tells you what not to do - you then get to choose what you want to do that isn't on the "don't do this in this situation" list.
Finally we get to the Kiffin type coordinators. These guys are playing chess. They are not calling plays one at a time. They are calling plays to set up other plays and to create advantages later in the game. These play calls might work, but to the OC it doesn't matter if the play gains yardage or not as long as he gets what he wants later in the game. For fans, this is tough to watch in the first quarter, but generally fun to watch later in the game.
The problem with the Kiffin type coordinator is that they want to play chess all the time, even when it is clear that you can destroy the other team simply by playing checkers. And the biggest problem with Kiffin in particular is that he tries to set up the huge pass play in his chess match, and Hurts really can't hit that play right now.