But shouldn't the refs be expected to call a consistent game? It seems like the calls they make in other instances says something about how they should have called the SJB play.
No, it doesn't say anything about how they should call the SJB hit. The rules say how they should call the SJB hit, nothing else. The rules are clear, and it's an ejection when you see an angle where his helmet strikes the bottom of the guy's facemask.
The haphazardness of how these things are called as a whole speaks to, and can support, a person's opinion on whether the rule is a good one or not. But not on how they should call the SJB hit.
Edit - Forgot, and yes, the refs should be expected to call consistent games. But they never do since they're human. The problem right now is that the rule FORCES an ejection if they call targeting. Even if it's reviewed and still falls within the targeting rules, you're gone. Nothing should force the refs to eject, that's just plain retarded. Ejecting due to malictious and intentionally dangerous hits is far less of a judgement call (especially when reviewed on slow motion), and that's how the rule should be done. But it's not what we have anymore, sadly.