I actually think NIL has had the opposite effect.Either way, in the nil era, exposure likely elevated in importance.
Most kids don't care about anything except how much you are going to pay them. I'd be willing to bet a good portion of the players from Texas, Ohio State, Alabama, etc. would be more than willing to transfer to UW if we offered them more money.
As much as I loathe the current structure of NIL, it has made the path to being a successful college athletics program much clearer. You don't have to sell recruits on location, facilities, development, academics, coaching, or anything else. All you have to do is pay them a lot of money.
I don't know if Elon Musk is a college football fan or not, but he could single handedly turn any Sunbelt team into a national championship contender in 2-3 years if he wanted to. Pay them and the athletes will come. Nothing else matters.