Dude walks into his manager's office at Boeing and says 'hey, I know I'm making $40 an hour, which is twice what most people in an assembly line make, but I happen to know that Boeing makes billions--I deserve part of the profit your risk takers get'. I guess that's called collective bargaining, if you have a collective---which college sports does not have (yet). The argument that people deserve more because the industry is lucrative is just silly. It happens in all industries from time immemorial all around the globe.
Somebody smarter than me will soon set me straight on this subject, I predict..