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.