Don't kid yourself, Division I football and basketball aren't amateur sports. If you want to see amateur student-athletes, you can go to any little-league game and enjoy an amateur sports game. Amateur hour left the moment a TV station said, "Hey, I would like to pay you to broadcast the game" and someone said yes. Even before the ink dried the game was changed. CBS ( CBS), Time Warner Cable ( TWC), News Corp ( NWS), and ESPN ( DIS) pay billions of dollars for broadcast rights. Nike ( NKE) gives the University of Minnesota $1 million a year worth of products including shoes, uniforms and golf balls for the privilege of having the Nike logo on uniforms. The athletes actually wearing the logo receive almost nothing for implicitly endorsing the brands that they are required to wear? The students didn't change the game from amateur to professional, the schools did, so don't blame the students, they weren't even invited to the negotiating table.