It feels unseemly because we're not used to the idea that we can pay players to join our college team. Amateurism is gone. Frankly, it has been for a while. This is what comes with that. What it will look like and what form it will take I expect to evolve considerably over the next few years as everyone adjusts to this new reality and more guardrails get put into place. The waves are big right now because the splash of the rock into the pond are fresh. They will enivitably calm down as the market gets clarified and settled.
NIL has turned into pay-for-play, which is not what what the original intent was, but that was the enitivable result from this change. Those that figured that out the fastest will have the biggest short term success. But professional teams have dealt with this part that I quoted for a long time. Just because a guy is getting paid a lot of money doesn't mean they are guaranteed to stop being a team player. They're going to get paid to be the best player they can be and help the team win. That will be part of the expectation. There will be locker room inequities in terms of whose NIL deals are larger than other players. That's not new either, it's just new, or maybe it's just out in the open, to college sports. And even if they are "in it for themselves" it'll be in their best interest for future career opportunities to do the little, winning things.