Roughing the Kicker

[New AZ Ref]

During last nights JV game, I was working with another Crew's White Hat and we had a discussion about roughing the kicker. The discussion was on a play similar to this:

4th and 25 on A's 40.

A is in scrimmage kick formation and the ball is snapped low. The kicker picks up the ball and starts to run. He gets near the sideline, but still is 10 yds behind the line of scrimmage. The kicker then sets himself and and punts. He is hit after the play and the WH flags it.

My contention is after he sets himself and kicks, he is a kicker and it would be roughing the kicker (you would give the defense more leeway, but roughing is still a possibility.)

The WH contends that once the kicker starts to run, he is a runner and can't have roughing the kicker, that it would be a personal foul for unnecessary roughness.

In this case it would make the difference between A having 1st & 10 and A having 4th and 10.

What is the right call on this?