First off, Roger's block for Ayers shouldn't have been a penalty. His head was across the bow and there was not contact to the head. That was a legal block IMHO. However, I certainly don't get how a dead ball personal foul could move the ball back 15 yards and bring up 3rd down. The first down had been achieved. If it was holding which is a live ball foul, it would have been 10 yards back first and ten. Dumb rule.