Um, I don't think it's about "building their brand". This is a life changing decision - if someone like Waiters knows when he's a sophomore that he wants to go to Syracuse, that's great. But these kids have every right to take as much time as they need. They are being approached and talked to by dozens of coaches, it is a lot to handle. Committing early has plenty of downsides - you don't knw the roster construction that far in advance usually. Coaching staff change can happen, you can make friends in AAU and decide you want to play with them, you could get an unexpected offer late in the process and take a visit and fall in love with the school, etc.
It's more hyped now because of social media. But I have no problem with how Quade is handling this. He's 18 years old, if he wants a free trip to Lexington he should take it. This might be the only time in their life that these kids are courted like this (unless they make NBA free agency); they have every right to do it how they want - they don't owe us anything.