Yea I agree. Elko has said something to this effect. There's a lot of high paying schools out there with a lot of money. NIL has become commoditized to an extent. Sure you still have to pay players what they're worth - but if they're deciding between 5 different P4 offers all offering them NIL deals in the same ballpark (+/- 10%), players will go where they think their development will be best long-term for their career. In other words, programs have to differentiate themselves.
How many of you when looking at different job offers took a job solely based on what was the highest paying job available? You didn't consider any other factors such as company culture, industry, interest, job function, location, work-life balance, who you manager would be, etc.? It's almost like it's similar to taking a normal job- sure income is important, but there's more to it than just money that influences decision making.