Good question, and quite complicated, actually.
1. A club/academy that actively promotes "exposure" when it's recruiting kids, SHOULD act on the kids' behalf with college recruiters. Do they? You tell me.
2. A kid/prospect who DOESN'T do a lot of the heavy lifting and self-promotion -- no matter what the club SAYS it will do -- is kidding himself.
3. Parents/players should understand that, when asked about players, HONEST club coaches will tell the whole story, warts and all. Why? Because if they don't, and a kid busts in college, the college recruiter will NEVER trust the club coach again.
4. Really, folks, what do you think college camps are for? (A. Make money. B. Evaluate prospects. C. Sell the college environment and staff. D. All of the above.) THAT WOULD BE D!

In short, good coaches are identifying prospects from the moment kids start playing, then allow "natural selection" to sort out the pretenders. If coaches really don't know about you by the time you're a high school junior, it probably ain't gonna happen.