I don't know why people think UNC will get off because they are a "cash cow". Best case scenario, UNC is the 4th most important program in their own conference. They are also plainly behind 4 Big Ten programs (Michigan, Ohio State, Nebraska, and Penn State), 2 Pac 12 programs (USC, Oregon), 6 SEC programs (Alabama, LSU, Florida, Georgia, Tennessee, and South Carolina), and 2 Big 12 programs (Texas and Oklahoma).
Yes, UNC is very important when it comes to basketball (perhaps the most important program in the country, only see two others even in the running), but, from the NCAA's perspective, if they receive a lax punishment it isn't because they don't want to hurt mighty UNC, it's because they don't think UNC is worth using to send a message.
Also, recall that 98% of the NCAA's funding is from March Madness.