Attempts to limit how much college athletes earn from endorsements and NIL (Name, Image, and Likeness) deals are repeatedly failing — and for good reason. The landscape of college sports has shifted, and athletes are finally being recognized for the value they bring in. But unless the NCAA, lawmakers, and universities come together to create a fair, transparent framework that protects both athletes and the integrity of college sports, the chaos will only grow. Without real reform, any effort to roll back athlete compensation is bound to backfire — both legally and publicly.