Recruiting rankings matter breh. If your programs goal is competing for the playoffs and national championships you have to recruit on a elite Top 10 level.
UNC hasn't done a good enough job at that to say their some "emerging program" especially in the trenches. FSU/Clemson are the class of this conference partly because of the elite talent they've brought in on the OLine/DLine. Fedora hasn't and neither has UM for that matter.
If winning the coastal is the goal then

what they've done is fine.
They have a top 10 class in '17 but it's February and the camp circuit hasn't even started yet.