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The NFL is taking this excessive celebration thing a little too seriously this season.

Cam Newton’s penalty for doing what he’s always done—that ultra cocky first down gesture—against Atlanta Sunday was cemented by Antonio Brown getting flagged for the hip thrusting touchdown dance against the Chiefs that he’s always done. It’s one of those things that’s hard to make sense of, but easy to make fun of.

RELATED: Antonio Brown shows three pumps gets a flag, but two doesn’t

And that was exactly the response to Brown’s penalty on Twitter, where users compared it to an old Key & Peele skit where a player gets flagged for pumping his hips more than the two-pump rule allows.