Honestly assuming we send our kids to college (it's looking like a house and a trust fund will be cheaper by the time they're 18 if we're trying to be financially optimal), we'll definitely be telling them that finding their spouse is going to be the most important thing they could possibly do while there. Almost all of our two social groups are not married, and we probably wouldn't be either if we hadn't met in university (I almost certainly wouldn't be). It is probably the best opportunity for one of the most important events to set the course of your life. Absolutely people should treat it that way.