This is just how the select the specific university though. The target group of universities will probably be something like "City school in the North East", "Private college with small class sizes", or "Ivy with good greek life".
As a contrast ask a Chinese person how they pick which university to go to in China. You will immediately get a confused look and the answer: "The highest ranked one you can get in to". My co-worker couldn't even imagine picking based on anything else.