end of the first game

I don't get why, after LL Cool J fumbled the ball, everyone was suggesting he was being greedy and after his 1500 yards bonus. The team ran the play the coach called, and, as far as I can tell, he hadn't made it to the first down marker when he lost the ball (first line of scrimmage seem to tackle him).
If the coach had told them to punt, or take a knee before punting, and he'd demanded that they hand him the ball, I'd understand it. Better still, they could have made it clear that he'd run for a first down, and then, instead of just falling on the ball to ice the game, he'd carried on running to get his yardage up and then fumbled - that would have made more sense.
By all means have a go at him for carrying the ball one-handed but the whole "selfish" thing after that incident - I didn't get it