Stop downplaying the supposedly widespread practices throughout college football of selling your memorabilia and game tickets and receiving handshakes full of money and start wondering how widespread those practices may have been in your own program.
Widespread or not, the players, coaches, and others involved knew it was against the rules and they chose to break them. Now, they have to accept the consequences (whatever they may be).
Using the scholarship loophole to get a couple of other textbooks for friends or to be returned late for a bit of cash was also a widespread practice (for lots of scholarship students, not just athletes). Someone has to be the example case. Sorry boogers, looks like it may be your turn.