Spot on comments indeed. Social media has commoditized and spread an easily-accessible set of "tools" to leverage people's attention, and one of the best tools is the oft-fleeting beauty of youth. So long as social media has a death grip on society - that is, companies pay for access to people's attention or at least the "metrics" of engagement - savvy people blessed with any number of gifts can attempt to grow their income from that system.
School brands are persistent, tax-funded, institutional, and overwhelmingly positive objects in that same space. They're like a supercharger for up-and-coming brands. You get neutral or positive support from a school brand, you gain access to their followers, and your own incoming has a great chance of increasing. Combine that with a marketable skill, or beauty, or whatever, and you're likely on your way to larger paydays.
On that latter note, I do find that a fascinating gray area that needs to be considered and evaluated. There was a time schools would not have wanted to be associated with certain things. Are those things okay now? Is there tactic permission? When you think about the fact those school brands are more or less funded by the public, it opens up (to me) a lot of questions. What is the school's responsibility? Say there's some player, some sport, whatever, making very risque content on their own time. But they're also a player who plays on their teams, engages with their "followers," is part of photography and media and so on. The Cavender twins fall very close to that line, from what I've seen. So ... what's right in that situation? Obviously, schools shouldn't have a right to tell people how to act on their own time, but I do think they should have the right to decide who and what they associated with. It's a fascinating gray area to me. And one that I think needs consideration and action, especially now that NIL is throwing money at players - often because of their associating with a school brand, which isn't their brand but is associated with them by virtue of their participation in a school sport. The players in that case are leveraging that association for their benefit. So what are the schools rights and responsibilities?