College athletics is a multi-billion dollar industry, especially when it's impact on donors and applications are included.
The employees who generate the bulk of this income -- primarily football players and men's basketball players -- are paid the same as those employees who generate zero income -- golf, tennis, etc.
Because there is so much money at stake, there is enormous pressure on those within the system to do whatever it takes to succeed, and obviously paying players is one of them. And regardless if the payments come under the table, over the table or at halftime, there is no good reason that they should not be made.
I'm not saying that golfers should be paid, or even football quarterbacks. But if a university/donor/sponsor feels it's in their best interests to do so, why prevent it? College athletics, to repeat, is a multi-billion dollar industry, and there's no reason the market should not dictate how its employees are paid. (Coaches and athletic directors take full advantage of the market; why are the other adults in the system denied the same privilege?)
Even Division III schools make financial deals with athletes, which leads to the question of why there should be this sham of amateurism at all, if not to deny athletes access to the income they really deserve?