That's definitely a problem I've seen with my peers. They go just because their parents expect it of them. I can't find the article (it was on HN maybe 6 months ago) that compared college majors in the mid 80's to 2011. While useful stuff like CS stayed relatively flat, the majors that skyrocketed were things like Liberal Arts. Those are the people making college expensive for all of us.
One real way to bring prices down would be to attend community college for 1-2 years. It's extremely cost effective, easily transferable, and designed for working adults so the schedules are often more flexible than traditional college.