They tried that.

OG OT rule was first score wins. So take the kick, drive 40 yards, kick and go home.

At least with the change you have to score a TD, forcing you to do a fully non-ST drive (and I believe we had a tie where both teams were held to FG's this season).

If you want to do "untimed, each team gets a drive, then first score wins if still tied", you're going to get some bitching from the NFLPA, as well as the networks. I think it'd probably be most equitable, but for the playoffs, I'd say do a 15 min quarter, and keep going if they're tied like the NBA or NHL.

I do like CFB OT rules, I know some hate them.