decisions over the past year have said that that play is targeting. The refs have been calling that type of play under the interpretation that is up to the defender to do some contortion (e.g. to lead with the shoulder) or drastic lowering to avoid hitting the head or neck area.

Yes it wasn't a cheap shot: it was a usual tackle. But most usual tackles include the defender leading with their own head (facemask). The defender made zero attempt to protect the head area of the defenseless receiver.

These refs calling it this way on this play on a defenseless receiver is a different standard than how they've been reffing the games in other games this season and in past few seasons.