I like the rule for many of the reasons that are mentioned here. First, it makes it transparent. If Tre Swilling sells his autograph for 100K he has to pay taxes on it. If the local car dealer gets him to endorse the dealer, he gets paid but it goes on the books. Also I believe the law says a player can't endorse a product that is a competitor of who the school has a contract with. So Swilling can't endorse Nike. Also the school owns the trademarks on the team names and logos. So Swilling can endorse the car dealer, but he can't wear a Tech jersey (think of the old football cards from the seventies without logos). And if Tech sells a three jersey without his name he gets nothing. There is no Title IX issue as a softball player can do the exact same thing. Yes the big schools could benefit more, but now it is all out in the open. If a big donor wants to "gift" a player money, thats taxable over a certain amount and honestly how much money you think some of these big donors are going to pay these players. Would a donor drop a million for one player? If so he ain't going to be a millionaire long.