I find it very odd how much people want to insulate college athletics from the capitalist society that is the rest of the world... the difference between student doctors, women's hockey team goalies, and Braxton Miller is the same difference between me and Michael Jordan -- one of these people is generating millions of dollars in t-shirt sales, and the other isn't. I don't get paid any money for not selling t-shirts, either.
It doesn't matter that it's just entertainment... it's a product, which people gladly buy.
Now, I do think there's an argument that even the non-star players are putting enough hours toward football that their scholarship would barely cover minimum wage, and they should get a stipend *as well*, but I feel like that's a separate issue from the level of profit that is being made off of kids' names, when they aren't even allowed to use those names themselves for anything remotely commercial.
If this really is about amateurism, then stop charging $75 a seat to get in to see the games and let me buy a jersey for $20 instead of $120. It's pure capitalism, pure profit... which I have nothing against, except for when the young men producing that profit aren't allowed the piece of of it that they would be in any other industry.