If you have bad culture, in any type of organization, throwing money at people to join it will not be enough to cover up the bad culture completely.
That said, if you are competing for talent in any endeavor, in a sellers market, you are going to have to use money to attract that talent to some degree or another.
In that regard this really isn't anything new. Kids have been getting impermissible benefits since this all started. The only thing new is the numbers are bigger and it's out in the open so everyone sees it.
The organizational skill that needs to be developed is putting a dollar sign on the muscle (as Branch Rickey used to call it). How much will it take to get a guy and is he worth it. It's a professional sport now-those who develop the lead in this will win, those who don't (or don't have any money to put on the muscle) will fall behind.