It doesn't take many with money and interest to generate NIL numbers. It's going to be a race obviously. The Dawg posts suggest UGA is "NIL deficient", I have no clue what's true there. The gist is commits want to play for championships, yadda yadda.
If I'm a 4-5 star and say UNC offers me $500 K a year, I'm going there, figuring to play 3 years and go pro. If I go to UGA, I might sit a year and play STs and maybe get a bit lost.