GIF: Side-by-side look at Cooke and Marchand’s hits

One of these hits is worth a five-minute major and game misconduct, and the other is worth only two minutes:

What's the difference? It appears the fact that McQuaid laid on the ice and pretended he was hurt, while James Neal got up.
No absolving Matt Cooke here, but that hit is not a five-minute major.
No word if Cooke will face suspension.