They most certainly do get "something going" with a player, section of a team (line, WRs, QB, etc) and punish them for a while. Some even go into the game hating one of the teams, a QB, a particularly vocal player or coach, etc. They'll punish them with flags and the crew will generally go with it.
Now days we seem to see the conference wigs coming out with statements later on, after the damage is done to the victim team, often a loss, affirming that a mistake was made. That affirmation, that expert opinion, should be available at a time before damage is done. There are dozens of games each week, so it'd be one hell of a task to monitor each play of each game. But perhaps it's time to think about finding a way to do that.