I think it was an attempt to make clearer what officially happened when a receiver got popped immediately (or almost) after the ball got to him. The classic situation is when the defender smacks the receiver the very instant the ball gets there causing the ball to go flying and roll on the ground to be picked up by a defender. We all know that when the receiver gets hit the instant the ball gets there that's an incomplete pass, but what about when he gets hit half a heartbeat later? A whole heartbeat later? Two heartbeats later? I think the concept of the "football move" was put in for that, trying to make a clearer line of when the receiver has actually made a catch (and therefore the popped out ball is a fumble) and when he hasn't. Unfortunately since it's such a vague term with so many possible goofy interpretations (especially when coupled with the ground rule on receptions like yesterday in Indy) they actually made the situation less clear.
*****
You've been so "right on" on this whole thread, I think you ought to be an official. Really.