Before NIL, playing in the SEC was incentive enough for a great athlete to choose a top tier SEC team over one of the top ever'-body-else teams, all other factors being equal.
NIL became more than an equalizer for the teams with grads in the top 10% of income. (At some point soon, we're gonna need investigations into NIL being used for otherwise illegal financial schemes---much as the Harvards and Yales have a financial existence unrelated to and independent of their side business of education, but dependent on it for tax purposes.)
Heupel (and UTAD over all sports) has parlayed family and offering high character teammates into an effective recruiting intangible. But like the Miami basketball coach said recently, players will now leave programs they love for guaranteed money---and being high character guys, I'll bet their incentive is not bling and a flashy car, but to provide for their existing or future families.
In an era when most college students begin their adult life with thousand$ in college debt, any graduate who starts out with $20-60K in the bank holds an incredible advantage toward achieving a secure level of middle class success and more. Leaving college with cash instead of debt allows one to investigate so many more doors of opportunity. And deservedly so.