College athletes do not deserve a direct share of the revenue they help generate, as it would become a difficult topic amongst the players. In a sport, especially when part of a school system, the idea is to prepare for the future, not to make money. Players would be working with a force that could hinder team play, if they knew someone were to make more than them. Moreover, it would be easy to calculate the amount each player would receive, because who is to determine that and in case the sport makes no profit or even losses, would players be expected to cover that?