Hey Bert, I don't like seeing it when young kids are punished for institutional problems, but I think the NCAA was harsh for a couple of reasons.

1. They didn't really conceal a lot of their dealings as well as they should have if they were going to break the rules that much. I think the NCAA saw that as arrogance and a "You won't touch us" mentality, especially from your AD.
2. Even in the midst of the NCAA investigation, they hired Kiffin, which they are investigating for violations back at Tennessee and him also being on the staff of USC when all of the allegations started.
3. It bled into more than one program, which is why they slapped on the loss of institutional control, which made things worse still.