As always, different factions want different people. The most support, especially when fans are factored in, is for Kiffin. Cohen wants to land him. A lot of the money guys want Freeze (who the University side is iffy of) and Grimes. The president likes Fickell (and supposedly Aranda). Just like when Harsin was hired, I think James Franklin is a wild card... probably a very wild one, but still.
The money guys are promising they will keep hands off, but they've done that before. Actions speak louder than words, so watch what they do if they can't land Kiffin... that will erode some of Cohen's power. They have a good amount of money saved up for NIL and ready to spend it, but a good portion of the money is "promised" not already donated. If this search starts to circle the drain, some will threaten to pull their funds... and that's how they'll get their power back. At the end of the day, regardless who is hired, the main issue booster boys are going to do what they do and cause headaches for the coach... especially for a guy like Kiffin.