A stupid article from Goodman, per usual.
Coaching salary is a product of the previous model, now gone, but you don't just throw it away. Top coaches will still be the key to get big bank accounts to invest in your athletic programs. If you have a winning program to date, you aren't just going to "cut the coach's salary" to pay more for players. We have opened the door to a game with no rules and no real ability to make them. Even if you have a low paid staff and invest everything in your roster, you have no contracts to really build anything beyond one year. Your coaches have no real leverage now where their top players are concerned and the costs to keep a full roster, in football in particular, are going to be exponential if you want a prayer of competing at the top. That means the parties, fundraisers, expensive cajoling of broadcasters, boosters, sponsors, etc. is only going to have to increase by a large factor just to get the money to pay these players... on top of Taj Mahal type resident and training facilities, event venues, staffing and the like. You might pay less for on the field roles, but the year to year scramble that is current recruiting will increase off the field pay for administrators, scouts, evaluation, etc.
Football, basketball and baseball bring in money, but you can't just pay them. As unions set in, you'll have to pay every "student athlete" something and that creates big questions for colleges who were never set up to be pro level ball and are not currently being afforded a legal infrastructure to operate like pro level ball. So yes, this is absolutely going to result in less money going to other programs or programs getting cut altogether. That's fairly obvious. You can cut Sankey's and Smart's salaries to pennies and that will still be the case.
Then you have to deal with programs like Mississippi State, Ole Miss, South Carolina and probably three quarters of schools in college athletics having to face the reality of the financial stratification of their programs. How willing are these teams going to be to sink a black hole of money into middling to lower middling results? We're in that boat, too. Will watching Georgia, Ohio State, bama, Texas and the other NIL heavy hitters be enough to keep college football ratings worthwhile of this fat broadcast contracts they've subsisted on for so long?
Players are getting paid and I certainly understand the moral arguments that lead to it, but from a business standpoint, their pay is now tied to a product. It's not a charity. And if the product is chaotic and built of a very shaky foundation, that goose and its golden eggs may be living on borrowed time.