I've always thought this. Minnesota and Oakland clearly didn't use him right, they thought he was a WR. As far as I can tell, the Falcons are using him pretty similar (more carries than targets) to the Bears and Pats, and I'm sure they're probably being more creative, but ultimately, they're just giving him many more reps.
He's not a good route runner, but a team like the Falcons desperate for weapons will just say F*** it and throw him in all the time.