That is exactly what they are. Have you ever seen the numbers on that TV contract for March Madness?
And that is why the big programs get the favorable rulings. Teams like UNC, Duke, Kentucky, Kansas, UCLA, etc. have big fan bases that bring in big TV ratings. Therefore, the NCAA wants/needs them to do well in order to continue to drive the market ever higher for the TV deals and make even more money.
Easy example: John Wall. He was cleared at Kentucky with little fanfare and with some pretty damaging evidence that his amateur status had been tainted. Meanwhile, Renardo Sidney hasn't been cleared simply because he is a suspicious case. However, the NCAA has been unable to find anything in an extensive, exhaustive investigation. Now you tell me that if Sidney had gone to UCLA or Kentucky or some other big time program that he would be going through the ringer like he is right now.