I don't know if its "harder", because ultimately the kid can choose to go wherever he wants. However, I do feel that it makes a significant difference in the upper tier recruits. Scouts and recruiters have their eyes on these elite kids from 8th grade and up, and the "handlers" (I hate this term) of these young kids push them in one direction or another of sponsers and brands.
Sometimes I think the kids might not even realize it, but in a lot of cases I do believe it happens. So and so's AAU coach is now a Nike rep, and he has connections with such and such, and favors happen. Its unfortunate, but it goes on.