from player's name/image/likeness - it's the university that benefits. They are getting paid, but it almost has nothing to do with their impact to the business for using their name/image/likeness (except maybe EA sports / video games). No way businesses are getting ROI off the additional marketing they get from players.

That's where the shadiness of it all comes from. "You're getting paid for name/image/likeness impact to businesses and their marketing, but *really* it's just to come and play for this university over here"

I actually like that things like video games can pay players for their NIL. It boosts the revenue of their product, so the players should get paid. It makes sense. There should be more of this kind of NIL - but that's the minority.