I guess I see it a little differently. If you were an employee of a drug company and found a major break through drug on company time, you wouldn't get all that compensation from the drug. Same thing about working for a company like Apple, lets say you are the main driver of a new revolutionary technology, Apple would still own that technology.
With college football in particular (and basketball as well) there is so much you get based upon the university and the jersey that you wear. You aren't exactly crafting your talents in your own gym or on your own field. You are playing in front of 100K not exactly because of your talents, but because of what came before you. Justin Fields is an individually great talent, but the exposure has more to do with Ohio State and the players that came before him, even decades before him, that it does his individual talents.
Joe Bauserman was a terrible QB at Ohio State, but the stadium still sold out when he was the starting QB.