Let’s be real. Professors “woke” or not have known for decades that college athletics are not run like a business.
A business returns investment to the owners in the form of dividends or pays the parent company fees the use of the owners intellectual property (name and logos) or pay the owner for use of its real estate and buildings and personal property.
Owners eventually take capital gains selling the business in whole or in part.
College athletics are more like a cancerous tumor, a clump of cells that grow unrestrained consuming everything it can.