They see how many players Cal has had go pro after one year and want to be the next on the list. He didn't really develop them they were going pro regardless of where they went, but I get the mindset from the kid's perspective. He's selling that for all it's worth and right now it's worth A LOT in the mind of the most sought after recruits in the country, and the success UK has had with him certainly doesn't hurt.
It's also Cal and UK, neither one will ever be considered a beacon of integrity in the corrupt world of the NCAA, so extra benefit$ are definite possibility. Considering Eric Bledsoe couldn't even spell ACT, much less pass one, and somehow those two got him admitted to a university only makes it look more likely.