I like to imagine a conversation between Cooper (Arch's dad) and Ole Miss may have gone something like this

Cooper: "OK, so I'm going to be honest with you. Ole Miss definitely has some connections with dad (Archie) and bro (Eli) but you guys also have Lane Kiffin and we've heard some negative things about him. Peyton in particular has a pretty bad view of him"

Ole Miss: "Well, we bring a lot to the table. In particular coach Kiffin has helped to develop a VERY strong NIL collective - which means we could offer Arch $15M"

Cooper: "Dude, Peyton would happily pay the $15M to have Arch NOT playing for Kiffin. NIL is nice, but it's not like we're exactly hurting for cash. Sell me on your program and then we can talk NIL"