Happens every day even in capitalist societies. When I go to publish academic research in a journal, that journal owns the copyright, even though it's completely the result of my labor. If a separate publisher later offers me a million dollars for that work, I am not allowed to sell it to them, because I effectively gave away my intellectual property to the first publisher. It's an agreement that I enter with full knowledge, because I want the publisher to give my work exposure to the broader scientific community. I can refuse to sign my rights away, but then my prospects for career advancement go straight down the toilet. That's the price of admission for my line of work, and I can't go complain after the fact that the journal is exploiting me to make money off my research. Similarly, college athletes agree to take no money related to their sport in exchange for a scholarship and an outlet for future professional career advancement if they choose to go that route. In return, they receive free access to coaching, physical training, medical treatment, housing, and facilities paid for by the university--which is a member of the NCAA--to improve their skills and further their athletic careers. That's the price of admission. Now if you want to go after third parties like promoters, memorabilia merchants, or EA Sports who want to profit from their likenesses, you'll get no argument from me.
Therein lies another problem with your assertions here. The NCAA is not modeled after a capitalistic society. Every bit and piece of the current model is socialism at its best. It seems like a simple solution to say "let it be market driven." But that also means that a kid at Syracuse will likely be paid more for his autograph than a kid at Gonzaga even with the later being a higher forecasted draft pick. Your schools whose administration favors the current model will object, vociferously, about a situation like that.
NCAA standards of amateurism are archaic. The International Olympic Committee realized that a while back.
And the gold medal winners get their faces on Wheaties boxes while the "also-rans" get jack. That's just the way it is. Your image is only worth what somebody is willing to pay for it.
