for the most part they love NIL

until it costs them donations (see Notre Dame man Gene Smith's comments about Ohio State's NIL money costing the Athletic department donations).

Coaches don't really like it as much because it takes a lot of things out of their control and can sometimes force them to be beholden to boosters, etc. whom they don't want to be beholden to.

If I had to take a guess, I would say that the administrators love NIL but would prefer a bit more regulation whereas the coaches would just prefer to have more of an NFL style system with minimums, caps, etc. that would come from a revenue split.