"The whole public-facing system of college admissions—in which admissions decisions are based on rigorous academic standards and financial aid is supposedly provided to those who are most academically and financially deserving—is an elaborate stage play meant to flatter privileged families and the reputations of colleges themselves. The re al system, hidden behind the scenery, is much closer to the mechanics of pure capitalism, driven by an industry of for-profit consultants and relentlessly focused on the institutional bottom line.
Parents can also find good, reasonably priced public options in some states, which allow them to avoid the shell games involving financial aid. Public universities in North Carolina remain very affordable, for instance. And some states also provide grants to students that are in fact based on their financial needs or academic achievements."