I don't disagree, but the ADs are telling the fans, "This is how we must compete. Massive coaching staffs full of dozens of extra 'analysts,' massive spend on facilities, etc. If you want to beat Alabama and Georgia, this is what you have to do"
So they can't really back down from that, and they probably actually believe it, anyway.
Fans don't like increased prices no matter what, but they're obviously hoping that by signaling to the fans "it's just to pay the players, so we can beat Alabama and Georgia" then it will be more acceptable than raising prices to line the AD's pockets or something.