I don't fault the kid. I personally think the self-promotion is a bit over the top (and would say that even if I presumed he was set to announce for PSU), but I can't hold it against him. He seems like a good kid, he's well-spoken and he really does seem to be trying to expand the sport and the audience.
What I do think is bad is that adults are throwing buckets of money at high school juniors with absolutely no guarantee of anything. Then the next school feels compelled to try to compete, so they throw money around, at incoming freshman and even at grad students. NIL is bad for amateur athletics. I always agreed with Joe Paterno when he said that these kids ought to get some sort of stipend on top of a scholarship so they could afford a pizza or to take their girl out, but this has gotten ridiculous.