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For well over a century, big-time college sports has functioned as a business enterprise, one that serves to undermine the mission of institutions of higher education. This book chronicles the long and tortured history of the NCAA's attempt to maintain the myth of amateurism and the student-athlete, along with the attendant fiction that the players' academic achievement is the top priority of Division-I athletic programs. It is an indictment of the current system, making the case that big-time college sports cannot continue its connection to universities without undermining the mission of higher education. It concludes with bold proposals to separate big-time college sports from the university, transforming them into on-campus business operations.