Myles Brand is a person of unquestioned integrity and high principle. As president of the National Collegiate Athletic Association (NCAA), he has been asked to fend off an unruly mob with a switch. In the present environment for collegiate sports, his chances for success are slight, at best. What Brand and the NCAA face today is a very real "arms race", one fueled by an insatiable appetite on the part of students, alumni, and the general public for college athletic success. Too few understand that only a handful of major intercollegiate athletic programs actually make money (fewer than 15 at last count). Meanwhile, the rest struggle to break even. Despite television income, growing ticket revenues, and contributions from supporters, bigtime college athletics is a high-risk business.