Itās both money and culture. If all things are equal players will still want to play in a family like culture where they feel like they can be themselves. Will they play for free to be in that culture in todays world? Of course not, but they might play for 70-90% if their full value to play somewhere they like. Things like driving to pick up a player and his family in the middle of the night are the types of things that show others you do really care about them, much more so that recruiting them and just saying, āyou are a priority to us and we will treat you like my own kidā coach speak that everyone says.