Since we're all doing this stupid dance where we let players profit from endorsements (NIL) but are pretending they aren't being paid to play, the market matters. As of yet there isn't much of a market at the JUCO or HS level. Surely this will change. There isn't anything more quintessentially American than some rich idiot throwing his money around in an effort to achieve the vicarious glory of supporting his sportsball team. If it hasn't happened in HS yet, it will soon.