I liked it most when it was all screwed up and whoever had the ball last had to kickoff for the second half. This led to some interesting defenses and play calls on that last play of the half. Kind of a hot potato element to it. But, now that they have standardized the kickoffs so each side gets one (because this game has always been all about the realism), that element of strategy is gone.
There was always a trick and an art to scheming to get both of the kickoffs. If you could pull it off, that was a huge advantage. For weaker teams, being able to execute this was extremely helpful is being able to hang with teams that you probably wouldn't be able to hang with. Nothing was more fun than turning a probable loss into a narrow victory to me.