Seems like not too many here actually play hockey or have been in a similar situation.
When a stick comes up that close to your face, that's an instinct reaction. He reflexes like he was hit but afterwards he doesn't fall to the ice in agony and try to sell it. He doesn't dive. Instead, he goes to the bench to get checked out. You can even see him checking his hand; checking to see what the damage was. What is the problem with this call? A reaction to a stick to the face is only justified if there's blood spewing all over the ice?
This, pretty much. If a stick clips you in the visor, you'll throw your head back in fear or out of instinct.