Why not? They should get market value which at this point is scholarship and NIL money. In the near future this might be bundled together with a contract to the school. We may not like it but it is the new world of college athletics.
There has to be some coordination between who a player the coach wants and how much the player is offered from NIL. Looks like the AD is the middle man. Also I am guessing that state laws can come into play as well.
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