I think there are going to be a lot of unintended consequences of opening up these doors. Not saying the doors don't need to be opened, but I very seriously doubt it's going to be nothing but positives as some would have you believe. Some well defined regulations with a system set up with a options on how to save/divert earned revenue (by the athletes), would go a long way, IMO. But I'm all for the athletes getting a piece of the pie when it comes to stuff like EA Sports games, their jersey (with name) being sold in stores, appearance fees, etc.
As for The Advantage, the name is perfect. Every time Bama or Saban does something, rivals complain about it being an advantage (think recruiting rules, extra support staff, etc.). Just go ahead and get out in front of it and call it The Advantage and rub it in their faces. Like it.