We created this, meaning we the fans. TV deals, ticket prices, etc are all because we the fans participate in it. Not saying if it's good or if it's bad, but it's a product of us. Look at this entire website devoted just to college athletics at one single school. I'll admit I how much I love attending football, basketball, softball, even tennis matches. My daughter is playing at a smaller school now and doesn't have the same NIL opportunities UT players have. Just making the tournament field of 64 is their goal each year. But if she did have NIL opportunities, I'd tell her to follow the money for this brief period of her life.