Why discuss student-athletes when there's money to be made?

As noted here previously, the first requirement for the meaningful reform of a core-rotten edifice is for its devotees to acknowledge the prevailing hypocrisy.

Show Me the Money, by Joe Nocera (New York Times)

The annual IMG Intercollegiate Athletics Forum, held last week in Midtown Manhattan, is the kind of meeting where football games are routinely described as “product,” television networks are “distribution channels,” and rooting for State U. is an example of “brand loyalty.” The university presidents, conference commissioners, athletic directors and corporate marketers who attend spend very little time mouthing the usual pieties about how the “student-athlete” comes first. Rather, they gather each year to talk bluntly about making money.