I think most of us agree that athletes deserve something. If they are selling my jersey number, then seems fair that I get a cut.
To me the problem stands from if I am a big USC booster who made millions off of a chain of car dealerships, I could hire the hot shot qb to shoot a commercial for me and pay him $150,000. University of Texas can't do that. Makes for an unfair advantage for the CA schools. I get there are only so many kids this will affect, but you could see how it could be manipulated.