Everything changed in 2021, I saw a infographic that the UND QB made a $6M playoff bonus and two other players had similar numbers. Not sure if they are true. But, NLI money like that changed everything. And the change to the transfer portal rule in 2021 opened the flood gates. I am not sure what happened in 2010 you think is big. But, 2021 was the year everything changed.
1) When did NIL start? Effective July 1, 2021, the NCAA approved name, image, and likeness policy allows student-athletes to monetize their NIL.
2) The portal launched on October 15, 2018.[4] New regulations adopted in 2021 allow student-athletes in D-I football, men's and women's basketball, men's ice hockey, and baseball to change schools using the portal once without sitting out a year after the transfer, creating uniform transfer rules for all NCAA sports across all divisions.[5][6]