Double edged sword. What the author proposes can be found. Go to some small low endowment private or public school for less money. Oh wait, you say, I don’t want to go there! The buildings aren’t as nice, the dorms are cramped and drab, there aren’t as many resources, the food sucks, the Wi-Fi is spotty, heck even the website sucks. Why is this? Because they don’t have the human or financial resources to do so.

You get what you pay for. Student and parent expectations have changed and so have college and universities. If you want what colleges used to be like 50 years ago go to a small private or public school that is just barely staying afloat, it will be more or less similar to the so called halcyon days of low cost, no frills college.

The thing is—people don’t want this as voted for by their choice in school. The biggest drops in enrollment are at community colleges, state schools, and small private schools. If people were price sensitive cheap schools would have people busting down the doors to get in. They don’t. In fact, when a college lowers their tuition, they paradoxically often see a dip in enrollments.

Why? Because human brains are broken. We connate price with prestige and prestige with quality.

Colleges get punished if they lower the price, so what do they do instead? They increase the discount rate. Rarely do families pay the sticker price. Google any college tuition and you will see average price paid. It is typically anywhere from 50-75% of sticker price.