From the article: The rule seems like an overreaction built to take fun and excitement out of the game, and there have already been fairly serious effects. In the first preseason week alone, according to Paul Domowitch of Philly.com, 43 of 127 kickoffs, or 33.8 percent, were touchbacks. Throughout the 2010 season, the touchback rate was 16.4 percent. It doesn't take a math major to understand the effect on the game, and why the Bears want to go rogue on this rule. Will they continue to do so, and what might the penalties be? With the new rule, touchbacks are set to double, proving twice as many opportunities for more commercials. There's always a commercial after a touchback, the NFL and the TV stations want to make more money. And there you have it.