SayUWantAreVOLution
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As Bama also brought up, the NCAA/schools had decades to start to handle the issues of the schools making big money and the players not getting compensated and chose to lean on the "not about the money" and "the education is enough" line.No, I'm not saying they were greedy. They had an opportunity to increase their income and did so.
The NCAA and the schools, as bama said, are one in the same. If the NCAA (more specifically, some schools within the NCAA) proposed a "salary cap" that limited the amount of money they could bring in, all the big money schools would have left the very next day. It's akin to a company putting a cap on employee salaries and some employees not liking it and leaving. It would not have solved anything and, in fact, would have likely already led to the creation of an alternate league that allowed for the bigger TV contracts, paying players, etc.
Once these amounts of money entered the picture (and again, that's because of fans like you and me and nobody else), the idea of college sports as this quaint little institution where people played "for the love of the game" and "it wasn't about money" went out the door.
That's greed. The schools, owning the company, chose to not even try to compensate the players reasonably "because it's college and tradition and we don't want to ruin playing for 'the love of UT football'" while their profits went higher and higher.
It looks like greed to me.