Sports Illustrated claims there is no way to pay athletes what research indicates they are worth. After all, college athletics doesn't generate a profit. The problem with this approach is that decision-makers in college sports don't have much of an incentive to generate profits.
Imagine you are a rich person who desires more money. You could boldly ask people to give you cash, but many might suspect that you don't "need" it. So what can you do? Consider the following two tales from the world of sports and politics.
The NFL owners are behaving like capitalists, in the sense that they want higher profits. They just don't want the system of competition and capitalism interfering with their pursuit of higher profits.