Amateur status of college players was equivalent to (even better than) a salary cap.
Now that players can make money off their likeness and endorsements, players are going to flock to the colleges with the biggest media markets, with an alignment of power imbalances that will be more akin to MLB.
It wont happen right away, but give it time
Jackson MS isn’t a huge media market. JSU hiring Deion Sanders to be their coach raised their visibility quite a bit though - they did get on regional or maybe it was national cable TV a couple of times this year (rare for a FCS or I-AA school).
The players have the right to sell their NIL. Now the school and the coach are not supposed to be involved. The booster can write the contract so that it essentially forces the player to attend one particular school (for instance, making personal appearances at a particular car dealership or other business).