Penalizing Long Kickoffs

The NFL always seems to come up with some strange rule changes to consider. One of the latest is to move the line of scrimmage on kickoff touchbacks from the 20 to the 25.

I don't understand the reasoning. The league was trying to eliminate kick returns because of the rate of concussions on the play. Now, they want to penalize teams who kick the ball into the end zone  which eliminates any possible return.

They want to have it both ways