top level college programs dangle the impossible dream of professional athletics to kids to 'volunteer' their labor. also, people like to play sports b/c they're fun and make you popular.
The money part of it is disgraceful and there should be real value in exchange for what the athletes deliver to the school, but this angle is hard not to factor in. How many of the fat, slow, uncoordinated schlubs on this Board---in addition to me----would have given five years off of their lives to play basketball in the ACC, even if they knew that the NBA would never know their name?