I think the aspect I would appreciate with the apparent inconsistency in the same match is the ref coming out to explain the reason for the different approach to seemingly similar incidents. If the position is by the law it's a booking then why not the similar incident. If a subjective element came into that thinking then why not for Rice where the apparent infringement is so minor as compared to the punishment of sending him off and changing the whole dynamic of the match.
We have the laws but the refs apply them in a human context when sometimes the consequence maybe doesn't merit the official sanction. If he had said to Rice I saw what you did I don't want to have to send you off for those type of incidents but you have been warned now then I think that's a better way of handling those moments.