I think in today's D1 landscape the athlete is worth more than the value of a scholarship, especially at the P5 level. I recall in 1981 when I moved to Ann Arbor for my first job the local rag ran an annual salary article where every UM employee's salary was posted. Bo Schembechler made 100k and the president made 105k. There was an unwritten rule at one point that coaches never made more than the president, which has vanished. In 2016 at 3% inflation, that salary is 282K, at 4% it's 395k. Take your pick. Jim Harbaugh's 2015 total UM compensation was 7M. Of course, both guys got some extra comp from booster groups, car dealer perks, etc., but we're in a different universe today. All of the kicked up locker rooms, food bars, athletic study centers, yada, yada, are non-monetary compensation. The difference between low Div 1 and P5. Since they can't pay the players directly, they do it another way. They know the basic scholarship is not cutting it. I'll bet the players would rather see some green.
This a pretty strong post right here. We can't lump all the athletes into one pool. Most Athletes are getting compensated very well with a scholarship, which is much more than their "worth". This would include just about every sport outside of Men's Basketball and Football.
When it comes to Football and Basketball where the school is seeing positive numbers from ticket sales, donations, sponsorships, TV money, etc, it is pretty easy to see that some players are worth much more than the value of the scholarship. The starting quarter back is worth much more to the school than the starting Middle on the Volleyball team or catcher on the baseball team(Although baseball isn't full scholarship). If you argue otherwise, I would love to hear it.
Also please note that the "Cost" of a scholarship to OU is not the 25K book price. Realistically these students are costing OU a much smaller fraction of that. Your left hand is paying your right hand, and the costs are already factored in.
Anyone who thinks this was built for anything other than marketing and hospitality is very mistaken. Also factor in that with this, it will now free up more space in the tower side for hospitality and office space.