Basically, only really wealthy people can throw the big bucks around. And generally speaking (there are exceptions, of course), you don't get to be really wealthy by being careless with money. Sure, there are fans who are willing to spend a fortune for their program to win national championships and Heisman trophies. But that enthusiasm is going to wear out if they aren't seeing that return. Personally, I expect NIL deals to morph over time into incentive-laden contracts. If you're an All American and the program wins a bunch of games, sure you can get paid. But if you're a benchwarmer who hits the transfer portal after two years, we're not throwing money at you just because someone thought you were a 4 or 5 star recruit. The top recruit may get an NIL contract full of big money promises, but they will be tied to tangible performance, not just for signing a LOI.