Bobby Benchwarmer is bringing value to the school, and plenty of it -- every team needs a certain number of players if only to practice well. He also represents potential, and so fans and coaches are glad he's at the school. If Bobby weren't bringing value to the school, he wouldn't have gotten a scholarship. The scholarship is not charity.
Consider the 7" college player who is one-and-done, and who is drafted by an NBA team as a project. That player gets a big contract although he hasn't "earned" it. Bobby is exactly the same.
Consider the graduating law student who is hired by a white shoe law firm, and is paid a lot of money -- the going rate is $215,000 a year, more than many of the professors who taught him -- that he hasn't "earned" for the firm.. He will probably never make partner, but he's valuable just the same -- that's why the firm hired him. Bobby is no different
Obviously, there is someone in the world (remember, it's not the school that pays NIL) who thinks that Bobby's NIL is valuable -- otherwise that person or entity wouldn't be willing to pay Bobby. I see no reason to interfere with a voluntary transaction between them. It may be morally objectionable that people put so much value on Bobby, but that's the way our society works. Bobby offers a product that people are willing to pay for, and so he gets paid.