Two weeks ago, on Oct. 3, the U.S Supreme Court denied cross-petitions by Ed O’Bannon and the NCAA to determine whether student athletes are entitled to compensation for the commercial use of their names, images and likenesses stemming from participation in college athletics.Seven years after the initial suit was filed in the U.S. District Court for the Northern District of California, both parties petitioned the Supreme Court to hear portions of the case earlier this year. While the denial of certiorari was not …