All of this is why IU Basketball is a sleeping giant, not an awake giant.
Look at the last ten years' champion programs: Kansas, Duke, UConn, UVA, Baylor, Duke, Nova. Nova is the only outlier and their championship was pre-NIL. All of the others have both winning culture and incredible basketball resources. All of them are big money universities where hoops is king, both financially and in the minds of their fanbase and alumni.
And I'd venture to say that hiring the right leader can change culture reasonably quickly. But a school without resources has a hell of a tough time changing that. Hurley is a hell of a great coach, but it was NIL that made their roster shine last year. Three of their five starters were absolutely NIL acquisitions.