With another fire to put out—just a well-worn ritual at this point—the NCAA responded the only way it knows how: by leaving the extinguisher untouched on the wall, instead dousing the flames with enough gasoline to power a Prius for months.

This is nothing new, of course. The NCAA’s PR department has assumed this piñata role plenty over the past 18 months. It’s not just because it is forced to constantly defend a flawed system—it’s how it goes about standing up for it. It’s the wording, the tone, the overall delivery and the calculated ability to focus on critical pronouncements with blind...

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