Coaches were trying to run for a 76 yard touchdown with 30 seconds left on the clock.
It didn't work so they called timeout to try a new play.
After seeing that 76 actually turned into 77 yards, the coaches decided that a 77 yard touchdown run was still a possibility so they called another run play.
After a 2 yard gain and a Baylor timeout, the coaches got together on their headsets and collectively determined that the third time was going to be the charm and called the 75 yard run play they saved just for situations such as this.
Unfortunately, there was some miscommunication and they ran the same play as they did on 2nd down and only got 2 yards.
This required a punt, even though they did consider a fake punt but didn't have the right personnel ready.
So my uneducated opinion questions why you aren't kneeling on the ball on 1st down? In the alternative, if you are going to try and score, why aren't you throwing the deep ball. You know, the play Baylor struggled to defend all night...
The follow up would be, why are you calling timeout after an unsuccessful run on 1st down?