Perhaps I'm not entirely accurate on the details, but I recall that, as soon as Jimmer's eligibility was up, BYU was contacting him about selling his merchandise. Jimmer was one who would have made an extraordinary amount of money if NIL were available at the time, but this idea of athletes just getting paid really is backward--it was always supposed to be a matter of what people were willing to pay you for your name, image, and likeness that came from advertisements, the sale of merchandise, et cetera. Most athletes frankly wouldn't get very much outside of, perhaps, local endorsements for car dealerships or credit unions. To demand they get paid just because... what? It's a lot like the "pay gap" people complain about regarding those who work for organizations that generate no profit.