Yea, it's not only that schools are spending more to attract students, but that there are some greater market forces at play: More people go to college now than

Yea, it's not only that schools are spending more to attract students, but that there are some greater market forces at play: More people go to college now than ever, the state subsidizes colleges per student less than ever, and the state will subsidize college in a way that lowers price sensitivity. Finally, there is the Baomol Effect, which says that education will continue to rise in cost w/o productivity gains. https://en.wikipedia.org/wiki/Baumol%27s_cost_disease https://en.wikipedia.org/wiki/Baumol%27s_cost_disease It's sort of this perfect storm that is shifting the increasing cost of expanding education on to 18yos. The upside: college degree holders have a 50% plus wage premium, the downside, in 2026, 18 years after the great recession, there will be a 15-20% drop in enrollment of full pay college students which might just burst the bubble. (Fingers crossed here)