to my knowledge, the ncaa hasn't had to write any checks to any player based on jersey sales...and up until just a few years ago...they were actually using the players' name to sell the jerseys...mainly so people could find the product when they type the name into...google.
and this gets us back to the issue of the google business model that i brought up at the beginning.
there are a lot of entities who would like to go after google and make them pay for the way they use trademarks/names to drive business.