Did the case head get squashed like that on firing? Or did it get squashed when the case was removed from the rifle with the cerrosafe?
Primer pockets are 0.12" to 0.13" or thereabouts deep and that one is flattened. That brass got squashed by a tenth of an inch. And it's the thickest part of the case -- the head -- that got squashed.
Looks like the sides of the primer cup have been rolled outwards and over themselves.
Did this happen just once or did it happen with multiple rounds?
I'm thinking this is more likely the reloader's error rather than metallurgically bad brass. Too much powder or the wrong powder or both. If he has more rounds that he's not fired, he should pull a few and confirm the charge. Make sure it's the right powder and the right weight.
Or as others have suggested, it's a headspace problem. A tenth of an inch headspace problem!