I agree with you completely. When I initially watched the play my immediate reaction was an incomplete pass. When he placed the ball on the ground he had his hands on the side of the ball not under it, I've seen dozens of plays that are ruled incomplete for less.
The N.E. Pats had a play called back after review for the exact same thing. Player did not make a "football move" before the ball touched the ground...though he clearly had possession.
But I guess it all matters what the call by the refs is at the time. If the receiver for Dallas (T.O.?) had run for a touchdown, I'm sure it would have been reviewed for the possibility of an incomplete pass.