Suoer smarmy...
The offense is advancing the ball, they pushed it into the end zone out of control, and in turn have the responsibility to regain possession- not that crazy. If they do they get the highest prize in the game. If they don’t, the other team successfully defended the goal line. It’s not like any of that is super crazy.
Given things like the play immediately stopping as soon as a controlled ball touches the goal line I think this helps balance things out. If you are going to stretch the ball out with reduced risk of fumble (plays dead as soon as it crosses) then I’m ok giving the defense some help and putting the impetus on the offense to recover after reckless play there.