Here's an example of even players themselves not being happy with the way things are currently being run in college football. I think a lot of people find this problematic, both inside the sport and those looking on from the outside. Something will need to change since the incentive structures related to money tend to give preference toward players you don't have yet versus the players you do have. Retention can obviously also cost a lot (see Donte Moore), but beating out other schools for new guys will cost even more in a number of situations. I don't blame players for being upset in these situations, and I can't imagine Ole Miss' locker room being the only one with tension in it over NIL compensation matters. This is one of the reasons I favor collective bargaining, professional-style contracts, etc. for solving a lot of issues that are part of the system right now.
It’s just like almost any company in the real world. Do you want to stay loyal and probably make less or do you want to jump around and get a nice pay increase each time. It can be messy sometimes but people/players will make their own choices.