By rules the school can't directly give money to athletes, make promises of money to athletes, or play the middle man (ie, go to a business and say 'we want you to offer such snd such recruit this much money to sign with us').
I think ND is playing by these rules and (correctly) telling kids that the NIL opportunity is equal or greater at ND compared to all other places, but they can't directly promise or imply specific dollar amounts to them. However they have a team at the school who's purpose is to help them maximize their NIL opportunities.
I think some (many) other places, who were already giving kids money under the table, are not playing by these rules and are flat out promising kids specific NIL deals or directing local businesses to give money to kids for picking their school.
So the two really don't have to be mutually exclusive, but when you're dealing with 16, 17 year olds (and their families specifically) money in hand rings more true than a truthful statement that their kid can make just as much in NIL if not more at ND. So unless you want us to break the rules, or unless it's enforced better on others, there will always be a disadvantage there. Marcus and co must work hard (within the rules) to explain to kids (and families) up that other schools will make promises that rules don't allow for, but encourage them that even though ND is following rules and not making these promises, there is MUCH money to be made under the ND umbrella.