He did see it but decided in that split second that getting it wrong in a way that favours the big club is much better for him than getting it wrong in a way that favours the small club.
This is one thing I won't miss about the Prem. We often get utterly jobbed by refs because they are too scared to upset the big teams.
Case in point that Everton handball (Adam you've changed), that Liverpool game where we were denied 2 pens in the opening minutes only for them to get a weak one later on, the Arsenal player lying in the middle of the six yard box fiasco, the 6+ minutes of stoppage tine against the likes of Arsenal and City until they scored...the list goes on.