So the head coach can get paid millions of dollars,but the players can't recieve a penny.WTF.

The players are getting paid. How much does it cost to go to USC for four years, live in the dorms or student appartments for four years, to have every meal paid for for four years? How much was that scolarship worth that Reggie Bush recieved? Their job is to play football to the absolute best of their ability and to keep decent grades. That's what they get paid for. If college players could get paid like a pro, if they could recieve endorsements, they would spend way too much time working with agents, lawyers, and sponsers instead of the important things I mentioned before, school and football. IMO.

There's an argument for what you're saying - for those athletes on full scholarship, even though I think the money they (the big names like Reggie) bring in and the intangibles equate to more money than their scholarship is worth...it's hard to measure the way a high school kid feels toward a University because of "x" player...I mean how do you put a dollar value on that?

Still, they aren't all on full scholarship right? And even still, you're telling this kid, "look, your school, your meals, and your rent are paid for." Then we tell them, "you can NOT take another dollar from whatever the entity because you'll lose it all." So the players can essentially whore themselves out to the school - they get tuition and meals and a place to sleep in return for their performance, which benefits the school in their recruiting efforts and puts buts in seats and generates a LOT of money for the institution, yet they cannot whore themselves out to a booster who wants to give them a car?

I understand my argument isn't terribly lucid, and I confess I haven't looked in to the whole picture as to the why's and why not's, but it seems to me, on the surface at least, that the rules that prohibit these kids from taking advantage of their position aren't entirely for the benefit if the kids.