[bigpooch]

The decision to go for first on 4th down is made by the
coach. Even if the decision is in the long run better,
the coach needs to consider the occupational ramifications
of such a decision and whether management deems that the
decision was correct. Coaches are often second guessed
after a disastrous result and the more "questionable"
decisions made means the less likely to be employed as a
coach! For further research: model an appropriate utility
function for coaches specifically for 4th down.