There are so many things to worry about this season that Kupp's fall off in a production while troubling is not at the very top of my list. The lack of overall white defensive players takes top prize along with the lack of production of the young white wide receivers like Isabella and Miller with no reinforcements coming in the draft for 2020 and even beyond that. Now I would be whistling a different tune if Kupp hadn't crossed over the 1,000 yard mark and if you just glance at his season stats they look impressive (87-1062-9). And he leads the team in receiving touchdowns including a nice one from last night.
That said the Kupp decline doesn't make a lost of sense but weirdly it eerily mirrors the fall off WR Adam Thielen had last season. Although Kupp's fall off is more dramatic. But it is worth repaying a visit to Adam's game log last year. I am sure most remember that Adam got off to a fiery start through 8 games and was heading for one of those all time seasons. Then things went south but at least he managed to squeeze in one more 100 yard game before the season ended. Kupp has one more game to accomplish that.
But take a look at Adam's game log last year see below:
https://www.cbssports.com/fantasy/football/players/game-log/2018/2059362/adam-thielen/
The lack of usage of Kupp has resulted in the Rams losing more often. After his brilliant game in London in week 8 the Rams were 5-3 and still in the playoff hunt. Since Kupp has been semi ignored they are 3-4. If they were winning while his production faltered at least one could reason the coaching staff were mixing things up towards a positive result. But that is far from the case. The Rams downfall has occurred
since they have semi forgotten about Kupp. It is worth noting WR Brandin Cooks production has also fallen off but some of that could be attributed to his head injury.
And I think we all were on the same page last year in thinking the Rams might have won the Super Bowl last year if Kupp was playing. At least TE Higbee has picked up the slack of late. See below Kupp's game by game log this season and you can see some of the similarities to Thielen from 2018.
http://www.nfl.com/player/cooperkupp/2557898/gamelogs
We will have to wait until next season to see if this is the new norm for Kupp's usage or just a mysterious drop off that won't affect next season. I tend to think it is the latter but only time will tell. It seems to be in the hands of the coaching staff who have badly faltered this year.