You're confusing an employee for a PRIVATE company with a full-time student at public university, dude. There's a big difference--duh. Also note that the private employee can be sacked at any time and is working 8 hours a day versus 2/3 hours for a football player participating in what was long considered an extracurricular activity.
And the players have already received a free-market benefit--a financially valuable college education.
And let's look at pro football, the NFL: They bid for free-agent players, too, yes? But there's a difference: The free agents are /established/ professional players. The clubs who sign free agents basically know what they're getting.
In contrast, in college we've had collectives bidding for 17-year-olds who are not established college players. And we know that probably half of all major college-signees won't amount to much. And this: both some of those who DO pan out and many of those who Don't pan out will be likely to transfer--which means that any NIL money paid to them was wasted.
Now, we'll see how it all shakes out, but spending lots of money on UNESTABLISHED free agents who may not pan out and who could transfer whether they do or don't pan out would be considered high risk and rather unwise/dumb by a lot of people.
The NFL also bids for unestablished pro players, too--BUT via an orderly draft. Players are picked, and their contracts are essentially set in stone already--there is an established and quite tight salary/bonus range for every player picked in the draft, I believe. If the NFL were like college recruiting with NIL, you'd have 20 teams engaged in crazy bidding for the the top 2 QBs in the draft. The NFL is smart enough to avoid that. There is also a salary cap in pro football that promotes parity, so that as we see in college football, we don't see the same 10 teams dominating every year.
If, at the end of the day, NIL bribes continue to be a part of recruiting, if that's what the major programs want to do, then have at it. If your money is burning a whole in your pocket, pull it out and send it to the collective. Fans just want to support to their programs--which of course they do anyway in myriad ways by donating to the athletic department, buying season tickets, parking, travel, hotels, etc.--I get that. But it also seems both unseemly and foolish to me. I'm opposed to turning college football into some version of pro football. Perhaps one needs to have some appreciation for the total college experiernce to think as I do. I'd venture that most adult SEC college fans didn't even go to the SEC school they support--or college at all--and so for them it's just about the football and doing all one can do win at football. And that's how they view NIL.
The bottom line is that you cannot limit what an athlete (pro, college and soon high school) can make if someone wants to pay them. 
