Ya, it looked like a hard hit. But the announcer on the radio said "there go the retro thrust systems". So maybe they actually fired before impact and it just looked like an impact cloud?
Of course, she also called it an "off nominal situation" which sounds like a parody of corporate speak.
That cheary voice claiming the retro thrust success, turned me really off. There was no deceleration at all. All that dust was impact dust. It would have been much better to see that in silence, rather than hearing a forced attempt to feign success...
Frame by framing it it did look like it went off and sent out clouds before impact, but things were kind of behind a hill so it was a bit hard to judge (you can use ',' '.' to step forward and backward by frame on youtube desktop).
Rocketry traditionally contains a lot of euphemisms like "off nominal situation". E.g. the self destruct system on rockets is generally called a "range safety package".
I do feel like it's distinct from corporate speak though. Rocketry euphemisms are really just science-folks hedging their bets. Sure the rocket is doing something abnormal but the cause and result of it won't be properly clear until some research has been done so "off-nominal" seems like an apt description in the meantime.
Of course, she also called it an "off nominal situation" which sounds like a parody of corporate speak.