The kickoff returns have always been dangerous, hence the term "suicide squad". However, today's players are at least as fast and much, much bigger.
I think touchbacks and returns should yield the same number of commercials, one each.
Years ago, The Hulu Bowl had a rule where in the second half, if the trailing team scored a touchdown, the other team would have to kick off to them.
I've always wondered what football would be like if they adopted the rule that a team scoring a touchdown would retain possession, until the opposing team stops them.