It's actually not though. I'm not against Goodell and the league office the way most are but they are horrible at picking and choosing their battles. Reed did not launch at the head and his target was clearly below the neck. Sanders turned around and lowered his center while tucking his head. In short, in THIS case, Reed's intent was exactly what was described and it still resulted in a head to head collision.
What I'd rather they say (which is what they mean) is they want players to approach a defenseless receiver in a way that it's hard to make any contact to the head at all. Their wording is on the impact, and all players have to come back with is "It's impossible to stop momentum, know how the receiver will move just before impact, etc." I'm behind what they're trying to do but they're doing a horrible job of explaining/teaching players how to do it.
If this were even Reed's hit in the Pats game (also unintentional but a clear head shot, upward motion, etc) then it's a perfect one to make an example of. This hit barely deserved a flag. So they rightfully pull it back to just a fine and then the league looks like they don't know what they're doing again. Pick and choose your battles better.
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