Yep. I agree. It is a weird jumping through hoops to pretend it isn't "pay to play." Honestly, though, sounds like huge miscommunications and dropped balls by everyone involved. There should have been an easy solution of going to the NIL Collective, telling them "hey, I was promised this," and them saying "okay, lets shoot a ten second commercial we can put on our website, we will pay you 100k for it, then get the fuck back to practice, eh?"
I am making admittedly making assumptions, but this really does feel like the coaching staff was given compliance training that "no matter what you say, you cannot ever offer to pay a kid to play football because that would be a violation of state law for you and for the University," and when the moment came he repeated the verbiage he had been told to use. Didn't end well.