"Neinas said on Friday, after the announcement of the SEC-Big 12 postseason game, that "We may not be Facebook, but the Big 12 would get a strong 'buy' rating on Wall Street." Neinas, by invoking Wall Street, unwittingly captured the reality of college athletics right now: This is indeed a world in which profits are rarely the result of moral or ethical decisions, and in which meaningful regulation (not regulation for regulation's sake) is painfully absent. "