I am totally fine with athletes getting theirs however they can. That said, it's an interesting tactic. If companies think you're a boring loaf of bread and not worth money to them, then that's what it is. I don't think you're entitled to more NIL just because you're one of the better players on the team. I'm guessing most companies aren't getting their money worth on these deals, but i'm sure that's not the point to them either.