There is a lack of understanding by most fans and the general public as well that goes along with this. Most of these schools with money making sports use that to offset all of the other sports that just lose money. Mostly football and basketball generate revenue based upon television contracts, not so much in attendance, concession revenue, etc.
It has a net zero cost to the students in tuition. Turning around and paying out players on top of the costs that already exist to run the athletics programs will be an untenable position for these universities and colleges and will create vitriol between the athletes. At least now when you get a scholarship, at least in most cases, you as an athlete get access to better housing, better food, better tutors, physicians/trainers, travel and accomodations on top of an education at a free or reduced cost.