They trade down for him.....as you say Duh,
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Trade down but for different reasons.
1) they have so many needs, one player won't fill them while a trade down to a team that is in love with one specific player (see TB Calvin Johnson) will garner more picks to fill more needs
2) Lower picks cost less and give you more bang for the buck. Look at the bonuses given players at the top of round 1 versus th emiddle of the round. For every stud player, it seems there are just as many busts at the top and All-Pro at the botom of the round.
3) No player is a sure bet but other than maybe Landry or Johnson, I wouldn't want to mortgage the future on a QB. In round one you could get a Carson Palmer, Peyton Manning or McNabb but you could also get a Rick Mirer, Akili Smith or Ryan Leaf. I recall a 6th round pick a few years back that was pretty successful. (Actually there were a few 6th rounders that year that had success and one of them will line up at LB for the Pats thuis year).
4) Look at what SD did when they traded down in exchange for Eli and swapped it into 3 All Pros......