Given the money they generate — most of USC's $82-million athletic budget comes from its football program — it's understandable that the stars of major college programs come to feel as if they deserve more compensation than the free education and exposure they're receiving. That's apowerfully corrupting force,and it will inevitably prove irresistible to some young athletes. Nor does it help that infractions usually are discovered after the cheaters are gone, leaving others to pay the penalty.
The link in the excerpt goes to a screed written by some hack. In any case, basic economics teaches us that when third parties bear the costs of an action, you get more of that action.