Texas war chest couldn't buy playoff bid. Longhorns go splat at Georgia

ATHENS, GA – The headline raised eyebrows and vaulted expectations.

Last spring, during one of the sleepiest portions of the sports calendar, veteran reporter Kirk Bohls of the Houston Chronicle uncorked a news bulletin that Texas’ roster was set to earn at least $35 million in NIL and revenue-share earnings. Aggregators feasted on that catnip. The story exploded.