I wrote about this last week, and look: I know that you're all probably kind of emotionally (in a fandom kind of way) exhausted by all the weird ways that college football has monetized and will continue to monetize itself going forward. It's dumb and sucks but also just remember that all of this started when schools and conferences started receiving tens, then hundreds, of millions of dollars several decades ago for their broadcast rights from networks all trying to get in on a sport exploding in popularity.
You can't keep that genie in the bottle for long, and eventually everyone is going to want a shot a rubbing that magic lamp.