It was targeting because he lowered his head and led with his helmet. Whether that was intentional or not is debatable, but that's why they review the play to determine whether or not they think there was intent. The refs determined there was, I didn't see the game and only saw the snippet of the play where he ran into the QB so I'm not sure what all went on right before the play, but obviously the refs felt he could have pulled up or at least raised his head so he wasn't striking the QB with the crown of his helmet. It's heads-up football stuff. This isn't a new rule, you just usually don't see players lead with the crown of their helmet like that

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