There is a similar situation going on in college basketball recruiting right now. It is accepted practice by some (not all) to bend and sometimes knowingly break rules in order to get players. There are those being immoral and others who are just doing the illegal. The NCAA has created a system where there are so many minor rules that even the most ardent follower will stumble and break one. Those trying to do it the right way spend half their time talking with the university compliance office in an effort not to slip up. So the coaches toeing the line stay silent because they don't want to be the one pointing the finger. Much like the pine tar incident, the NCAA and everyone involved accepts the business as usual mantra because it simply can't be enforced. The NCAA has a tough job because college coaches are a fraternity that frowns on holding each other accountable.
I certainly don't have all the answers but getting rid of some of the minor petty rules is a start in the right direction. It is impossible for the NCAA to effectively enforce things like the size of mail outs as well as the amount of contact and communication with recruits. I would suggest getting rid of any rules the NCAA is unable or unwilling to enforce. The harsher penalties for head coaches is a good step to create a culture of accountability instead of plausible deniability. No matter what the NCAA does there are going to be people willing to cheat because of the big money involved. Simplify the system so it levels the playing field for those doing it right. Then focus your attention on catching those who aren't. Enforcing the rules may cause the college game to take a public relations hit, but it will be good for the college basketball in the long term.