[Farm93]

just maybe something might be done to try to curb what's going on.

Who or what entity might step in? The Supreme Court effectively told the NCAA to keep their hands off of NIL matters. "In a 9–0 unanimous decision, the Supreme Court upheld the lower court's decision that NCAA restrictions on 'education-related benefits' for college athletes violated antitrust law."

Without action from Congress to grant them an anti-trust exemption, what role can the NCAA play?

The only other governing bodies in college sports are the conferences. I'm not a lawyer so I don't know if they might also be constrained by the Supreme Court ruling. But good luck trying to get all of the conferences to agree on anything anyway.

This ship has sailed. 

Free market forces will dominate.   Lots of businesses spend big money on promotional efforts, so there will be a lot more money going to these quasi-professional athletes soon.   

Going forward
HS players in popular sports will demand big NIL deals.   
Wealthy boosters will find enough funds to entice recruits to their alma mater.
Some of those deals will fall apart for any number of reasons and there will be players, coaches, schools and alums in civil courts.

If members of a society or corporations think giving millions to 17 year-olds is a good use of their resources, then I don't see why SCOTUS or Congress should or would try alter the situation.

FWIW - I pity anyone from a congressional district in Texas, Alabama, Florida, LSU, Ohio State, Nebraska, Michigan, Kentucky or Kansas that would propose or support government regulation efforts to try to stop this new reality. I am pretty confident the citizens of those states will see themselves as likely winners in the new system as their flagship public schools are likely to win bidding battles for 16 year-olds.

[Farm93]

just maybe something might be done to try to curb what's going on.

Who or what entity might step in? The Supreme Court effectively told the NCAA to keep their hands off of NIL matters. "In a 9–0 unanimous decision, the Supreme Court upheld the lower court's decision that NCAA restrictions on 'education-related benefits' for college athletes violated antitrust law."

Without action from Congress to grant them an anti-trust exemption, what role can the NCAA play?

The only other governing bodies in college sports are the conferences. I'm not a lawyer so I don't know if they might also be constrained by the Supreme Court ruling. But good luck trying to get all of the conferences to agree on anything anyway.

This ship has sailed. 

Free market forces will dominate.   Lots of businesses spend big money on promotional efforts, so there will be a lot more money going to these quasi-professional athletes soon.   

Going forward
HS players in popular sports will demand big NIL deals.   
Wealthy boosters will find enough funds to entice recruits to their alma mater.
Some of those deals will fall apart for any number of reasons and there will be players, coaches, schools and alums in civil courts.

If members of a society or corporations think giving millions to 17 year-olds is a good use of their resources, then I don't see why SCOTUS or Congress should or would try alter the situation.

FWIW - I pity anyone from a congressional district in Texas, Alabama, Florida, LSU, Ohio State, Nebraska, Michigan, Kentucky or Kansas that would propose or support government regulation efforts to try to stop this new reality. I am pretty confident the citizens of those states will see themselves as likely winners in the new system as their flagship public schools are likely to win bidding battles for 16 year-olds.