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financial disincentive to imposing penalties that might damage the "brand" of NCAA sports, in general, and the media access to flagship programs, specifically.Weak Enforcement Through Inconsistent Punishment: Respect for the NCAA's punishments is further diminished by their inconsistency. This not only erodes the moral authority of the NCAA,[link widoczny dla zalogowanych], but it also saps the rulings of their full deterrent effect because they seem untethered to any defined principle. For instance, a comparison of recent challenges to the amateur status of several high-profile college basketball players yields few discernible rules capable of application to future cases:While in high school, the University of Kansas's Josh Selby and his mother accepted approximately $4,[link widoczny dla zalogowanych],600 in impermissible benefits from a business manager to several NBA players. These benefits took the form of clothes, transportation, meals, and lodging. The Infractions Committee suspended Selby for nine games of his freshman season in 2010-11 and directed him to