Pickford came from a team who fought for their lives unsuccessfully, and doesn't appear to command too much. As keepers become more confident they take more responsibility and defenders trust them more, but the zone for potential crosses is deeper and closer to goal.
When we have possession, Pickford is giving the players options, doesn't mean players should take it. When he distributes, we don't have great targets, or often pace to make use, but he'll create more goals than other keepers and both of those will improve. You have to take risks and a hit on efficiency to create chances and counter attack is one of the most effective tactics.
I think the situation is that he could help himself and the team more, but I think it's the defenders coming too deep. Should he be orchastrating defence, no, could he help them out or remind them more, certainly. But have been impressed with quite a lot of saves, no real major errors and he'll get better.