If the goal is to reduce touchbacks, this is the way to do it.
Kicking teams will be more willing to let the opponents return the ball if doing a toucback results in them starting a third of the way down the field.
They could do it like the CFL, and make a touchback worth 1-point.
I can only imagine that happening by kicking short rather than banging past the end zone.
Make it a 5 yard penalty on the kicking team if the first bounce of the kick is past the receiving team’s 25 yard line.
If the receiving team then lets it roll through the end zone, it’s a 5 yard penalty on the receiving team.
Tweak the rules around this basic idea.
It’s interesting to see some of these rule changes that have been implemented in recent years. Many of them are tied to the same thing: kickers have just gotten so good that some elements of the game — like long kickoffs and extra points — became almost automatic.