Most of these arguments about money in collegiate athletics seem to pretend that collegiate athletics isn't already a multi-billion dollar business already. People have a problem with the athletes who earn the money receiving any of it but have no problem with the coaches, the university athletic departments, the NCAA, the conferences, and ESPN getting their millions.
There would be no money for any of those people or institutions without the contribution the athletes make to the game. But, for some reason, so many find it objectionable for the athletes to see any of it. Often the justification is that allowing them to get some of the money they earn would "taint" collegiate athletics. It shouldn't be about money. That's denial. It's already about money.
If we're really going to argue free markets vs regulatory interference, we need to recognize that, if we really care about free markets, the NCAA would remove restrictions on players' ability to earn and let them earn what they can. If you don't want to do that, that's fine, but let's not pretend that the NCAA, as it functions now, acts in a manner consistent with capitalist free market principles. It's quite the opposite.