I wonder how much NIL money from wealthy donors is funneled through their companies as a tax deductible business expense? While an athlete can bring some limited value to a company, did any Arkansas player raise revenue at Tyson chicken, or any SJU player significantly raise revenue at NoBull? As wealthy as these guys are, if they own companies they are not donating to NIL out of assets they've already paid taxes on.
I guess when you get down to it, revshare really does the same thing for individuals. Colleges really won't pay athletes out of revenue, but out of tax deductible dollars that donors contribute to the school. In that way the school does benefit by building their brand and generating revenue from successful sports teams that produce $$.
Still and all, it's all very murky. The IRS has only selectively gone after companies with questionable deductible expenses, but NIL really does fall into that category.