Hahaha I'm so glad you posted this! Mine does the saaame thing!! At first I thought it was because he didn't like the flavor of the treat, but I think he just likes to play with them! He'll either take it or just start hopping around it so I'll toss it (like a toy) to him and he'll throw it around, hop around it, lunge at it then finally eat it
I should take a video next time, its too funny!