Yeah, I've noticed this as well.
I'm old enough to remember when running out of bounds was looked down upon as a sign of weakness. Players took pride in refusing to take the easy way out.
Now days, with the enormous financial consequences of injury, running out of bounds has become a business decision, and I guess in most instances I don't blame them for doing it.
Now we also know what those hits do to our brains. I want guys fighting for yardage if they can get a 1st down. But on a kickoff? Get what you can and get out.