A critical look at the tension between the larger role of the university and the commercialization of college sports Unwinding Madness is the most comprehensive examination to date of how the NCAA has lost its way in the governance of intercollegiate athletics-and why it is incapable of achieving reform and must be replaced. The NCAA has placed commercial success above its responsibilities to protect the academic primacy, health and well-being of college athletes and fallen into an educational, ethical, and economic crisis.