I am not trying to persuade anyone, as I am now convinced people are just going to see this differently. To my eye, however, there is almost no attempt by Mack to wrap up (which might make the helmet contact incidental). The helmet strike is first, seems to be what is intended (although intent is admittedly hard to assess), and by the time the arms come around both player are already horizontal, which is why the arms miss him. In fact, the more I watch it the more the arms look like they are thrown forward to increase momentum (the way you kick your legs forward on a swing), which is part of the definition of launching. Many times in this thread I have expressed doubt about the interpretation of call and rule, but I have no doubt that this is the kind of hit that should be eliminated, so for that reason alone it seems like this was something the rule was meant to apply to. I don't think intent should matter, but I admit that it seems like it does the way the game is called.