Maybe because payouts to players directly from universities hasn't yet been finalized and legalized, the AD is just starting to gear up for that sooner than later which is smart.
I think that is clearly the most likely answer to what is going on here. Schools paying players has not yet been approved. It is possible that it isn't going to get approved any time soon (I don't think that's what's going to happen, but it absolutely is possible). Pitt can't start raising money now by saying that the money is going to pay players, because you aren't allowed to do that right now.
But if/when the day comes, that's what the money is going to get used for.