Oh, they are trying to do it, as well. Going to be lots of tampering of players on current rosters, unless the NCAA grows a pair.
The NCAA is powerless to stop this and has been since the 9 - 0 Alston US Supreme Court decision last year. That case only dealt with educational expenses, but a concurring opinion actually stated in so many words that, had the issue been before the court, it would have ruled that the present system of amateur athletics in this country is an antitrust violation
The NCAA can be criticized for a lot of things and arguably should have had NIL standards in place long ago. But even if they had, those standards would be in the process of being struck down by the courts.
The only hope now is that Congress steps in. But neither party is likely to put this genie back in the bottle. Get used to the new world of college sports