I do think they are missing an opportunity.

Can you imagine if one of the top guys came out and said the following: “I trust Tom Holmoe will hire an amazing coach for our squad. I’m remain committed to BYU as an institution and basketball program. BYU has become a part of me, and we are going to do great things together. Let’s Go Cougs!”

That dude would go down as a legend and I’m sure the goodwill would go a long way to garnering more NIL $$$. Maybe that approach is naive, but I would like to see someone try it and be rewarded for it. The college sports world needs more of it or it will start losing some fans.