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Look, I am not an insider. But I have access to enough intel to tell you that UGA is going about this in a very conservative way because we can afford to do so. We've been getting more 5* than anyone not named Alabama for years now. We are putting players in the NFL at a very high rate. We don't have to go full ATM to get players to come to UGA.
They made a decision to dedicate the NIL to players who were at UGA and earned it. They aren't going to play the "pay to play" game, and when people say they are it's because you have blame something when you get beat out for a player. Think about it ... you can't be half in, half out on this. If you tell one kid you aren't paying, but pay another, that will get out - right? There is no way to keep that from happening. So they tell them if you come here the mimimum someone is getting is $X, and we have players getting on average $Y, and we have some players getting as much as $Z. We also had $100 million in NFL contracts last year.
I've said all along that it's form over substance to tell a kid that he can make $X v. pay a kid $X. You are still telling a kid they will get paid if they come to your school. One is just more palatable to people. I always thought it would take a few years for teams to get their pitch together to report what recruits could get if they came to a certain school. I didn't see schools like Miami, ATM and UTjr who were so desperate to win simply coming out and paying players before they got there. But, it happened, and we are now seeing it doesn't appear to be working. ATM's class from last year is falling apart. You just got a flip from an OL who got persuaded to go to Miami for $$$, but decided Auburn was a better fit for his education (he wants to be a pilot).
UGA has shown that developing a culture, with talent, is the way to go. I think you will see the more successful teams doing this which means they will get a lot of NIL for their players, but you have to come there and do something to make that happen.
The reports and reasoning coming out are pretty funny. It's like Ohio State lost him to Jackson State. They lost him to one of the two schools that consistently recruit better/as good as them. This could have easily happened and did happen with other recruits (Justin Fields) before Nil was a thing