The hard reality is this: elite big men are now going for $2 to $3 million. That alone tells you the market has shifted from college athletics to a pay-for-talent system that most programs simply cannot compete in.
For the NCCA to sit on its hands while this turns into a semi-pro, largely unregulated system raises serious concerns. At a minimum, it suggests two problems.
First, there’s a structural incentive to let this continue. The biggest brands drive TV ratings, sponsorships, and national attention. When those programs consistently win, the revenue machine keeps running. But that creates a dangerous imbalance. If smaller programs are priced out of competing, they eventually lose relevance. And when enough of them disengage, the broader ecosystem that feeds the sport, regional interest, fan bases, and depth of competition starts to erode. That same imbalance that boosts short-term revenue can quietly weaken the long-term foundation.
Second, it points to a lack of real authority. The NCAA has struggled to establish clear, enforceable guardrails, and much of that comes from legal challenges that have reshaped what they can and cannot regulate. When courts and external pressures are effectively dictating policy boundaries, the NCAA ends up reacting instead of leading. The result is a system with money flowing freely, rules lagging behind, and no consistent standard to protect competitive balance.
At its core, this isn’t just about NIL. It’s about whether college sports can maintain any form of competitive integrity, or if it fully transitions into a system where financial power alone determines outcomes.