I don’t disagree with the concept, but I think many colleges don’t truly want to set them up for success. They want to, and have been, profiting off of the circus. I’m sure there are many individual coaches, administrators, and likely whole programs who do want life-success for their athletes.
Most modern college athletes have been in systems designed specifically to prioritize success in sports since they were in late elementary school and junior high (AAU, travel everything, Jr. National teams, etc.). They're transferring to high schools that put them in a position for athletic success. To me this ruling allows a spade to be called a spade...the status of collegiate sports as an amateur activity has been a façade for a long time from what I can tell.
My favorite quote on the ordeal, from JJ Redick, who I can't stand but went on to a pretty good NBA career: "From 2004-2006, I would have made a bag on NIL endorsements. Sadly — I would have blown it all on Natty Light and Lacoste polos (with the collars popped, of course).”