The article per ESPN
Basically he is hoping that if they change the rules to allow them to make money off their name and likeness, then the players will reject the multi million dollar contracts they could get from the NBA.
What I take from it is Coach K is desperate and he doesn't want the 1 and done rule changed, because he benefits off the current system. Him and Calipari both.
I wish the NBA had never enacted the one and done rule in the first place. It was such a stupid rule, it still is a stupid rule. Also getting rid of the one and done rule would mean parity returns to college basketball, and building a team through evaluation and multi year recruiting and development.