Pulitzer prize winner Taylor Branch, author of a 3-volume history of America in the King years 1954-1968, collaborator with Bill Russell on his autobiography Second Wind, absolutely destroys the NCAA as a moral institution in a lengthy magazine piece in The Atlantic. ""Why," asked Bryce Jordan, the president emeritus of Penn State, "should a university be an advertising medium for your industry?" Vaccaro did not blink. "They shouldn’t, sir," he replied. "You sold your souls, and you’re going to continue selling them. You can be very moral and righteous in asking me that question, sir," Vaccaro added with irrepressible good cheer, "but there’s not one of you in this room that’s going to turn down any of our money. You’re going to take it. I can only offer it."