The NCAA is supposed to be non-profit, just like the NFHS. So are the various other sports organizations, for example, ASA (softball), USSSA (softball). This whole "rule book online" discussion happens in softball as well, since ASA won't publish theirs online, but USSSA has their book online. What I've come to find (being in the education profession) is more of a concern about copyrighting than profiteering. The original copyright owner is afraid that once someone prints the ENTIRE book, they might be tempted to share copies of the book instead of just parts of it.