Route running has the potential to change that equation for him. That is my entire point, that trying to scheme him open has failed because teams simply focus or over/under him in coverage even if the play is designed to go to him.
The way forward is that he's just another wideout who runs good routes and gets enormous separation with those routes and his natural speed. The reason his speed hasn't played is because he rounds off routes, is a poor route technician, and DBs read him. Change that equation and you change everything. That, IMO, is where McVay is going with him, and if he doesn't improve he's gone next year.