Over time, as alumni accumulated, incomes grew and radio and then TV increased coverage and money flowed into the mass-appeal college sports. Leading programs have long compensated players with “full rides” in terms of scholarships and board and, beyond that, as occasional scandals have revealed, cash, cars and other delights — these last always under the table, since college athletes were supposed to be amateurs. The hypocrisy of major programs making major money off their amateur athletes has been a main motivation for reform, a.k.a., turning athletes into pros. In fact, as noted by two heavyweight Harvard economists, David Cutler and Edward Glaeser, in a recent study of how universities have survived for nearly a millennium, on balance U.S. college sports lose money.