Rankings vs Story Line?

I’m not sure why this happens but i feel like every week 50% or more of the players ranked in the top 10 end up in the 30s or 40s. For example Carlos Hyde was ranked 9th in a lot of places, but right now he has 6 carries for 4 yards. Against the Bears who gave up 176 yards last week on the ground. Why is Hyde ranked in the top 10 every website i go on? Is it because of the name?