I believe the O'Bannon case has to do with revenue from selling likenesses of individual players (names, uniform numbers, etc.). How much $$ do you think UCONN (for example) really gets from selling individual player-related items? If you go through the whole UCONN online shop there are football jerseys with numbers 48, 82, 85, and 99 (and a dog sweater with #87), and framed picture/plaques for 59 (Stephen) and 33 (Smallwood). There are zero items with any WBB name or uniform number for sale. And I haven't seen the new Breanna Stewart-covered Madden 2015 WCBB game for XBox yet.
Regarding the "full cost of attendance" stipends, that is probably challengeable on a gender equity basis. This will be a survival threat to all other sports even at the big football schools, and probably force the wannabe football schools like UCONN to forego the stipend in football and mens BB and settle for being in an "amateur" football league.