chad has never run "crisp routes" in his life. For the past 3 to 4 years his focus hasnt been on football and its obvious. The older you get, the more focused you have to become and he's done the opposite. He's been busy being Ocho Cinco the personality. Too bad. He had five really great years in his career. That's about it. It could have been so much more.
I'd actually argue he's doing it right, and you have it wrong, Brian.

Why focus on football? He's got a couple years left, if any.
By focus on OchoCinco Media (tm), he's setting himself up to still be pulling in the bucks after the NFL.
If he wanted to be the best wide receiver in the game during the time he played, and clearly he had the physical talent to achieve that, then he should have focused on football exclusively. 
Punters....