Barnes has never liked the NIL landscape. He didn't like it when it was all about money and he dislikes it more now that recruits and their entourage are asking for other things he thinks should be totally off-limits. It was always going to go this way. Recruits who think they're worth more keep upping the stakes, and the more schools offer, the more they want. Then the next recruit thinks he needs to top what was offered before. As long as other schools are willing to consider deal sweeteners for top recruits, it will not only continue, but escalate.
Combine this with the transfer portal, and coaches are having to consider supersized bundles to land top players while re-recruiting their own players to stay. If some players don't get the right combo deal of money, playing time and perks, they portal out. We've already seen that happen. UT has portaled out players we thought were staying and failed to bring in portalers we need due to demands outside the comfort zone. Not sure any coach loves the new landscape, but some hate it more than others.