I can tell you the purpose of it is to keep defenses from changing personnel on the fly, plus it puts more pressure on the defense to be ready for an early snap. But, as you mentioned, it has the potential to confuse your own players.
I can tell you the tv crews don't like it because they have a tough time deciding whether to fit in a replay of the previous play or stay with the live action. There were several times Thursday night where Fox missed the snap of the live play because they were showing the replay of the previous one.
Eventually, either d-coordinators will find a way to thwart this or the rules committee will force a rule change.
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