The subtext is that the elite is concerned that traditional selection measures like grades & test scores have become totally game-able via a combination of sheer hourly input & collusion / cheating amongst certain subpopulations. This causes their kids to be outcompeted for very limited slots at elite institutions (even more limited due to massive subsidies to push people into the higher ed system, general population growth, and a desire to limit enrolment to preserve the social capital benefits of truly elite institutions).
Naturally there is pressure for those measures to be changed. Whether their characterisation of what's happening is correct is debatable, but that's where a good amount the pressure comes from.