Even though that was a pretty brutal hit, worse than I originally thought, I'm not sure it was targeting. This was not a defenseless player so that part of the rule, the more strict part, does not apply. So the question is did he target and initiate contact with the crown of his helmet? Target defined as —to take aim at an opponent for purposes of attacking with an apparent intent that goes beyond making a legal tackle or a legal block or playing the ball. To me it looks like Jewell intended to hit the guy with his shoulder by the way his shoulder wiffs after the hit. I understand though why they called it, just due to the sheer brutality of the impact.