Kids have been using the game as a bastion of economic opportunity for years. The shift that I think has occurred lies in your use of the term "ROI" - my belief is that over the past ten or so years, families are on the whole digging much deeper and putting a lot more care into how to effectively monetize their kids. We're starting to see the gradual blurring of "basketball player" and "brand" - the Balls are an exaggerated example, but people all over are aspiring to the same thing on a much smaller scale.
I don't know if it's that complicated for the majority. Durham may be able to better control his exposure but it's not like players like him will ever have a brand.
Transferring used to come with a scarlet letter.
It doesn't anymore so they jump more often and more quickly.
If you think leaving school A for school B gives you a better chance to get to the Spanish first division you go.
Players are bringing the AAU mentality to college - which I respect as they should look out for #1 - but it's impossible to pretend that the roster turnover isn't killing the sport from an interest standpoint.