as I am the true motivation behind it. They will spit up some drivel about how it's good for the Universities, good for the players, good for everyone, etc. However, when there really is something that is good for the Universities, good for the players, good for everyone that they can't make money off of, they throw out the tired "looking out for the student athlete" argument.
In other words, the NCAA's line of thinking is if they can't exploit the athletes and Universities for more huge sums of money, then It must be bad for the athletes and the Universities.