NIL is to college athletes what the Nike/Gatorade/etc... sponsorships are to pro athletes. The "salary" college athletes receive is the scholarship. NFL can and does limit what the team pays, just like the NCAA does for schools, but has no say in what a shoe or car company pays them.
Problem in CFB is there is active and obvious collusion between NIL collectives and the programs, and the collectives aren't real products or entities that would exist on their own, so the "sponsorship" doesn't make as much sense.
The intent with NIL was a player was free to contract with a local or even national business to be a spokesperson, to sell their autographs, and stuff like that. The NCAA's failure to act has now led to this chaos we are now in.