2.8 THE PRINCIPLE OF RULES COMPLIANCE 2.8.1 Responsibility of Institution. [*] Each institution shall comply with all applicable rules and regulations of the Association in the conduct of its intercollegiate athletics programs. It shall monitor its programs to assure compliance and to identify and report to the Association instances in which compliance has not been achieved. In any such instance, the institution shall cooperate fully with the Association and shall take appropriate corrective actions. Members of an institutions staff, student-athletes, and other individuals and groups representing the institutions athletics interests shall comply with the applicable Association rules, and the member institution shall be responsible for such compliance. 2.8.2 Responsibility of Association. [*] The Association shall assist the institution in its efforts to achieve full compliance with all rules and regulations and shall afford the institution, its staff and studentathletes fair procedures in the consideration of an identified or alleged failure in compliance. 2.8.3 Penalty for Noncompliance. [*] An institution found to have violated the Associations rules shall be subject to such disciplinary and corrective actions as may be determined by the Association.
Add this to the receipt of improper benefits from an agent (if confirmed) shows why USC is responsible and punishable.
You can hate the NCAA and think the rules are dumb but this is how it works.