Think of this. Kid applies for financial aid. Need analysis comes back to show the kid qualifies for 50% aid. In the past the school would have to figure out some way to make up the remaining 50% or be in violation of giving the kid too much aid. Note - there is no legal way to handle this.
Now the kid can do a commercial for a donor’s business and the school is in the clear. 50% scholarship from the school plus NIL deal. The rich just got richer and the D2 schools that have not figured out the financial aid game are way behind.