When the NCAA adopted new rules allowing athletes to profit off their name, image, and likeness (NIL), few people took more interest than Reggie Bush who famously relinquished the Heisman trophy after being ruled retroactively ineligible for receiving "impermissible benefits." Bush has argued for his reinstatement and the "return" of his Heisman. In this paper, I argue that, while the NCAA never should have required players to be amateurs in the first place, Bush should not be reinstated or have the (...) Heisman "returned." Properly understood, Reggie Bush never won the Heisman Trophy in the first place, so "returning" it would be to rewrite history — almost literally, to move the goalposts. -/- Forthcoming in "College Sports and Ethics" by Lexington Books. (shrink)