Think of it this way: who did you see more of on TV over the past year -- Garza or any player in the G League?
Kofi would be 100x more visible as the face of a Top 10 college team that plays two dozen games on ESPN, CBS and BIG, than toiling on a G League team. Seems logical that guy who gets a lot of face time would command more endorsement dollars than guy in the G League.
P.S. We're not even mentioning that now there seems to be an OVER the table way for boosters to direct money to a player. I mean, if for instance a local car dealer wanted to pay Kofi $100k to appear in a commercial and show up for an autograph signing, is the NCAA going to say that business "over paid"?