I personally don't think it was that deep of a thought for Joe... IMO he just wanted a free cheeseburger because he contributes to what is a very profitable business in Ohio State football. The issue is they get a crap load of free food now and eat better then ANY college student by just their Victory meals itself.
I disagree that they don't get a fair shake of things too. Free education and more importantly a spot light for their careers after football every Saturday in the fall. If they have on their resume that they were a former buckeye you bet they have a leg up over anyone else in Columbus applying for that same position.
Also regarding the sale of jersey's there's always a great player for basically every jersey and there will be many more to wear those same numbers going forward. Who do you pay proceeds to for #45? Andy or Archie? #5 Michael Wiley or Braxton? #9 Devin Smith or David Boston? #2 Mike Doss or Dobbins?
For me a free education from a great institution worth easily 100k, a leg up over anyone for good paying positions due to your status, and having an opportunity to possibly make the NFL is enough IMO. Besides there's not enough "game changers" in college football that are personally responsible for driving ticket sales or merchandise sales. People pay money to watch their favorite TEAM play football and not individual players in most cases.