This seems rude.
Admit it, your first response after watching that is, "geez, what a d***" ... or something similar.
One suspects that Colombia's Pablo Armero felt much the same after getting punted in the backside by Uruguay's Gastón Ramírez. The referee didn't have any problem with it, though. In fact, the only yellow card from the sequence went to Diego Lugano who wasn't even in the match. He was sitting on the Uruguay bench.
At least he didn't bite him.