Just makes me wonder again, why are NIL collectives allowed to exist? Even if you think a businessman like Ruiz is vastly overpaying for an athlete, that's an issue between Ruiz and his shareholders. He at least can make a plausible argument that a high profile, successful college athlete will bring attention to his business and it will increase revenue. But what exactly is a NIL collective paying a player for? They aren't selling any products and they aren't supposed to be a proxy for the school.