Two unsportsmanlikes in the same game and you're ejected though right? It's like double technicals in basketball... no effect on the play but puts the two guys "on notice" to knock that shit off. I didn't notice it in real time but I saw a video on Facebook where Cox does grab #9 and tries to pull him towards the ball (like 89MTBISON said) which leads to a shove from #9 and that set off the whole sequence.
What floored me about the call was the flag didn't come out until 4 shoves later after #9 popped a Bison player in the helmet.
EDIT: The play starts here (you'll need ESPN+ to watch it): https://www.espn.com/watch/player?id...f4&t=02h02m33s