Ok - for the record - Ramsay did shoot a volley at Jon after Jon finally looked up and away from Rickon. The burning crosses were likely range indicators for the archers to know how high to arch the volley. But, if you notice, they shoot to the first cross which is behind Jon. They were likely expecting him to retreat to his troops, but he knew he was boned and made an emotional call and instead charges their forces knowing he had no way out.
You can't argue with me that his face said, "Shit, I totally messed up and it's all over now" before he rushed their lines.
Now...I loved the episode from a T.V. show standpoint. The cinematography was incredible during the fight scenes. The storylines were good. The battle was good. It wasn't bad writing - Ramsay doesn't give a shit about his people or his army, which is why he fought them in the open. He is cocky and always has been - and he wanted the respect of the people of the North. Hiding inside Winterfell for weeks/months/years defending against a siege does not show bravery to a North that you are trying to unite by fear. Circling everyone into the middle of a death pit and killing every last person without taking survivors, though, definitely does.
And Tim and Chris, not to call you out, but the Knights of the Vale haven't fought for anyone but themselves for YEARS as they talked about in earlier episodes in the season. There's no way that anyone in the WORLD would have know they would come to Sansa's aid, because Sansa never told ANYONE about her and Littlefinger's agreement. Not even Bree'ann or however you spell her name. So in the grand scheme of things, Ramsay all but had that battle won.
ALL OF THAT BEING SAID.
I loved it from a T.V. standpoint, but I'm sad from a Game of Thrones standpoint. That episode was not Game of Thrones enough. Every time you think you know what's going to happen (in the past) you get destroyed. Remember those feels during the Red Wedding? I thought they were close when Jon was going to die a meaningless death by trample from his own people, and Tormund looked like he was going to die, but then they saved them both.