Ed O'Bannon, a highly-talented former basketball player at UCLA, alleges an antitrust violation based on the premise that current and former NCAA men's basketball and Division I-A football players should be allowed to sell the rights to their name, image, and likeness to the NCAA, its licensing division, and outside entities including television and other media networks. The NCAA does not permit this activity, contending that such activity would destroy system of amateurism. The plaintiffs (O'Bannon and "all others similarly situated") argue that "the NCAA has unreasonably and illegally restrained trade in order to commercially exploit former student-athletes subject to its control, with such exploitation affecting those individuals well into their post-collegiate lives." Explain who should prevail?