It's a good recruitment tool. Kids may not care about getting an education, but their parents often do, and parents influence where a kid ends up. It's also the right thing to do -- almost no one is going to go on to a pro career, and so players need to be as prepared for the post-Rutgers world as everyone else.
I realize this is the MBB board but I'll say Ash had a whole program called "life beyond the game" that he brought with him from tOSU. Every month(?) he brought in a successful RU alumni, most former football players, to talk to the team about options after football & how to be successful.