Ohio State quarterback Braxton Miller missing the season could hit the school, retailers and Nike in the wallet.
Only four players in all of college football are more merchandised than Miller, according to jersey options matched to the most marketable players that are being sold on official school website stores.
Oregon is selling 25 different jerseys, counting colors and sizes, of No. 8, quarterback Marcus Mariota.
Michigan offers 17 different versions, in blue and white, in infant, youth, toddler, women's and men's cut, of No. 98, worn by its quarterback Devin Gardner.
Notre Dame has 15 different jerseys of its quarterback Everett Golson, who wears No. 5.
The University of Alabama website features 10 different jersey choices of No. 4, the same number worn by its star running back T.J. Yeldon.
Ohio State's official store is selling seven versions of Miller's No. 5.
That's even more jersey options (six) than Florida State fans have of No. 5 to choose from, the number worn by Heisman Trophy winner Jameis Winston.
The NCAA and its schools have long contended that numbers don't necessarily correspond to current players, but common sense, as proven by all the cases above, suggests otherwise.
While players one day might be able to realize a percentage of the business from their jersey sales, the recent O'Bannon ruling did not include commentary on this area.
It's not known how many No. 5 Ohio State jerseys have been produced for this season, but Miller's absence will be the biggest hit to the college jersey marketplace in two years. In August 2012, LSU safety Tyrann Mathieu was dismissed from the team weeks before Baton Rouge retailers got their shipment of No. 7 jerseys. The number is finally fashionable again thanks to it being given to Leonard Fournette, the nation's top running back recruit.