Because the scholarship argument is a crock of ****, AND the NCAA prohibits them from seeking pretty much any sort of employment.
Ignoring the cost of education, the vast majority of these players wouldn't be able to get into colleges if it weren't for football, and they probably shouldn't anyway. We don't need thousands of new communications undergrads every year. It doesn't help them, and it doesn't help the country in general. The scholarships are utterly worthless in many cases.
There is no free market here. If you feel your company isn't compensating you enough for what you generate, you can find employment in the same field for a better deal. College athletes can't do that. Hell, college athletes can't even get the second job you can get.
The issue here isn't so much that the NCAA or schools aren't paying the players, it's that the NCAA is actively prohibiting the players from being paid by anyone for anything.

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