In most cases, the top prospects are gonna get comparable offers from multiple schools. Sometimes a whale booster or collective will blow everyone out of the water, but that’s not the norm. For the most part, NIL packages end up in a ballpark range according to ranking, position, and projected value. A kid might have 3 similar offers, but if one staff feels more genuine, connects better with his family, and has a proven track record of developing guys for the league, it can still tip the scale. It's easy to think of them as pros because they're changing teams for money, but these are still kids, and families (who don’t wanna feel like their kid is just a transaction) still matter.
Also, with the transfer portal, keeping players is just as important as landing them. Strong recruiters like Mario can be better at keeping their roster intact when other schools dangle NIL deals. A strong program culture plus trust in the staff will usually stop players from bolting for a little more money.
Say what you will about his game day coaching skills, but his recruiting/program building is just as much of a factor today as it's ever been...especially when you consider the fact that he's no longer at a disadvantage with only certain schools paying players.