Two things:
1) This is the NCAA taking a position they could win in court if necessary. Its not a position they like or wanted, its what they could defend if needed.
2) Money changes everything. The illusion of amateurism was kept alive by the NCAA, schools, athletic depth, etc. so they could make more MONEY. The curtain is being pulled back right now.
On one hand its a shame, because as fans we love the game, the loyalties, the purity of it all. On the other hand, those are somewhat childish dreams now. Sports is business now. If its on TV its business. And thats simply a reality we can't change.