What's annoying is that Reed obviously wasn't intentionally "leading with the helmet"... he dove in to make a tackle, and there was minimal incidental contact that had as much to do with the WR as it did with the Safety. Yet almost every time a RB carries the ball he lowers his head and gives / takes some helmet to helmet contact, and nobody seems to care. There are probably 20 plays a game where a WR is tackled and the defenders helmet hits the WR's helmet... but they call it sporadically just to prove a point. Why not penalize a ball carrier (WR or RB) for ducking his head down when preparing for contact? How is that different?
It's a shame what the league is becoming. Said it before and it continues to unfold... the league offices invite more violent collisions by molding the rules to allow receivers to sprint around untouched... then they slap defenders for simply doing their jobs. Allow more contact at the line, allow more jamming, slow the guys down, teach QBs that they shouldn't be leading their streaking targets in to double and triple coverage without risk. Make WRs line up on the LOS, allow a DB to jam inside the numbers for 10 yards. And for the love of Christ, soften the helmets. All the latest modifications that supposedly prevent more concussions are coming with experimental helmets that feature softer outer layers. Absorbing shock typically works better when it's actually absorbed and dispersed. The league has done all of this to themselves, just to placate what a bunch of advertising weenies who never played a day of any sport whatsoever thinks appeals more to the viewing public. And ignoring that the sport exploded in popularity in a very different fashion.