Why doesn't this same sentiment apply to the schools? I see a lot of hand wringing about how student athletes should be grateful for the scholarship and are entitled to no more and if they don't like it don't play in college.
Ok, sure. But if you are going to be some kind of purist on the issue, why not apply it both ways?
By that, I mean, why is it that colleges have to profit from college sports? There's no intrinsic reason why sports have to be for profit. If they are student first, afterall, why does NCAA mens basketball have to be a multi billion dollar enterprise? Just because CBS/ESPN/whoever are willing to pay for the rights to televise the games doesn't mean the schools have to sell them at that right. The Masters and CBS have had 60 some odd consecutive one year contracts for CBS to televise the Masters - neither CBS or Augusta National Golf Club make money on the deal. As a result, there are very few commercials, as Augusta National gets to tightly control their brand and CBS is happy to have low cost programming and is content to just have the cache and exposure. Of course, August National is leaving a couple of hundred million dollars on the table, but they've decided they don't need the money.
Why do the schools have to make money on athletics? Surely they could charge a nominal amount to cover the expenses incurred by the school to finance the sports. Let professional sports be where all the money is - where coaches and players make a lot of money and there are fancy facilities. College is where the amateurs play and there is no need for the corrupting influence of money. Why do the coaches need to make millions? Why does there have to be an arms race on constantly upgraded perks and facilities? I mean, if a basketball coach isn't content to coach for $75k a year, then he can go be a pro or find another occupation, right?
I will take far more seriously the calls for the players to shut up and be happy with just a scholarship when the schools are content to not seek to exploit and monetize something that doesn't inherently need to be monetized (afterall, the schools are not for profit institutions! [except for Grand Canyon U I suppose])