This article is part of our On Target series.
Something that came up in the comments last week was whether it's a good idea to ever bench a player due for a huge bump in targets but in a tough individual matchup. In general, that is really not a smart idea. Courtland Sutton was not in last week's column because, Richard Sherman or not, if you had him on your roster it was likely a good idea to start him. Keep that in mind when considering your start/sits this week – volume is more important than any other projection category.
This matchup is an excellent example of why benching a player due to a bad WR/CB matchup is likely not an optimal move. Hill is banged up, but so are the rest of the Chiefs. They are likely to be without Sammy Watkins and Spencer Ware this week against the Chargers, and while Hill will be in shadow coverage against Hayward (who has allowed only 0.23 fantasy points per route run against this year), the expected volume for Hill is so great that he is a must play.
There are several reasons to think about benching Golladay this week (unlike Hill). The Lions are playing at a snail's pace since the team traded Golden Tate, and while Golladay has a 51 percent share of the team's Air Yards in their last four games, Golladay has put up two absolute stinkers. White has allowed only 0.21 fantasy points per