The NCAA should be worrying about serious cheating that impacts the integrity of the sport - parents getting jobs, high school coaches getting bags of money, etc. - not crap like this where a college athlete is not free to act like any other person on the planet by selling some stuff he has but doesn't want so he can get some stuff he wants but doesn't have.
There are many opinions about whether or not this kind of activity (selling memorabilia) is really cheating, but as long as the NCAA deems it so, it should be handled accordingly. These guys knew it was a NCAA violation, and chose to do it anyway. As a result, they need to be disciplined, much the same way Tressel knew that covering up and lying was in violation of NCAA regs and a fireable offense according to the terms of his contract. As a result he should feel the weight of said penalties. You want to talk about a lack of institutional control, just listen to the Pres or AD (not sure which) when he said in the presser that he wouldn't think of firing Tressel, and only hopes Tressel doesn't consider firing him. He may be saying that a bit tongue in cheeck, but it's frightening to think he'd even think to say that. Talk about the criminals running the asylum.