Just a guess, but either somebody who's trying to take a moribund program and put some life into it, or somebody whose offensive lineman average about 110 pounds.
I would think it would take a lot to get an established, blood n guts coach to abandon what he's been doing for years to try this. It would almost have to be someone young and innovative.
Hell, it only takes one - the guy who's coaching one of the two teams in the game you happen to be officiating that night.