It's not "pay." I get it, you hate NIL. It's not pay, it's compensation for name image or likeness. If a player is popular, they will have more than if they aren't. So that NIL might fluctuate year to year for positive or negative reasons not wholly under control of the coach.
But a coach who DIRECTS that NIL go down is in a pretty bad place, because he's telling recruits I'll harm you financially at my whim.
Pretty quickly players will take one of the near infinite other options, particularly the top ones. And that helps that coach how?