What are the "logical limits?" Unless all memorabilia sales have to go through a pre-approved middle man, then you have tattoo artists valuing Pryor's gold pants at 300K and the backup kicker's at 10 bucks. If you go through an NCAA-approved middle man, how is that any different than giving them a paycheck? It simply wouldn't be equitable, but that's life. In the Olympics, Usain Bolt and Michael Phelps are worth way more than their Polish counterparts. Pryor is worth more than the backup punter. As long as the university isn't paying them based on that, so be it. Why shouldn't Pryor be allowed to sell his image?