Most writers just want to start an argument. So they ignore the total story just to tweak someone's nose. As another poster pointed out, basketball is subsidized by football at a lot of schools.
What he ignores is the school pride involved in college athletics. Duke, NC, Kansas and other basketball schools have to rely on basketball to provide them with notoriety in college athletics. And those programs are profitable. Their football programs, not so much.
But there is no way that OU, Texas, Florida, and Ohio State are just going to surrender the basketball competition war to the basketball schools. They believe, rightfully so, that they can compete with the basketball schools. And they can compete and therefore must pay the same salaries.
College athletics is just not about making a profit. If it were, probably 60% of Division I schools would close down their athletic programs.