Simple....they move product, they get air time, their players are marketable, and b/c of this exposure, their revenue will now be increased exponentially. So now the bag game is open game.
Now a team like Texas can say "come here, we're the #1 school in selling merchandise, and with the new allowance, you'll be able to get a nice cut from our profits." What will Miami say? Who's marketing us? Adidas used to go hard in the paint for us, but have now turned their attention to other schools.
I'm not seeing the benefits. This just opens up a way for SEC/BIG 10 schools to no longer have to hide chit and be even more aggressive.