Isn't there a qui-pro-quo for the business, though? I thought the idea behind Name, Image, and Likeness was that athletes could sell their Name, Image, and Likeness to a business in exchange for money. For example, the Tellmans give $X to the collective so long as Sioux players appear in a Red Pepper commercial; or every Friday night Cameron Berg needs to send out a tweet telling the drunk hockey crowd to pick up a Grinder After the Game; etc.