In reviewing this situation one has to look past the actual violation, players receiving $ for selling gear, but consider that the HC tried to cover it up. We can argue about the 'use' of players and what compensation/treatment they should(n't) get. The current rules are clear no matter how much $ changes hands and the program has to abide by them. History shows us that players, most recently Bryant and Green, get hit pretty hard for receiving $ against the rules. This precedent is enough reason for a coach to cover it up-which Tressel did.
A Head Coach of a VERY prominent (and profitable) team covering up a bad situation for his team and LYING to the NCAA should not go over well. Further, I think OSU's candy azz 'self imposed' wrist slap will really haunt them. It shows they really don't think it is a big deal or have a clue. Self sanctioning should indicate you understand the levity of the situation and are thinking on the same lines as the governing body. This indicates they are clueless or have a perfect grasp of the NCAA being a shill of authority.