It could be a combination of a lot of different things.
- Preferences
- AP Spent
- HV's
- Prestige
- Promises
Also - non-existent isn't really that sometimes. The considering page only shows 10 schools. If there are more he could have been VL just like the rest and have been slowly unlocking actions while staying "hidden".
Based on what you're saying I will also guess that said recruit is a Late signee, which makes this strategy more likely. If they are an Early signee than this likely wouldn't work.
Bullying is somewhat possible but more difficult. You can still drop 20 HV in the same cycle and change the picture but the other school can come back with the same if the guy doesn't sign. 3.0 is a different game with new strategies which tend to be more about when a recurit will sign and how to maximize your AP than being a bully. I'm fine with that.