Athletic departments don't have the cash without cutting benefits or eliminating non-revenue sports. All of the coaches are former players who worked their way up to a coaching position.
I'm a big booster for Midwest State located in Sioux Falls, SD (my teambuilder team). I run a car dealership or some other business. I pay a high profile recruit or multiple players to star in a television advertisement and I provide all the players with free vehicles along with any recruit as soon as he commits for starring in these ads. Suddenly Midwest State is competing with Alabama and Ohio State for the top recruiting class. That's the alternative to the current system.
I see this as part of the instant gratification culture today. Getting a full ride scholarship for playing a sport is compensation if you have the work ethic to challenge yourself with a solid degree which will lead to something after college. Since I'm in CoMO and more familiar with Missouri I use the example of a former player named L'Damian Washington. You might remember him for a play he made vs Georgia a few years ago.
https://www.youtube.com/watch?v=hVXZyhkzD8U
His Father was murdered when he was 5, his mother had a heart attack and died at his high school basketball game when he was 15. He and his 3 brothers decided to stay together and raise each other rather than go into foster homes. He graduated from Missouri with a degree in psychology. I saw him at a soccer game once with another player named Matt White who graduated with an engineering degree. It would be hard to argue they didn't benefit from college football. Those degrees are theirs for life.