I don't understand how any other specific admission criteria would be better and what exactly it suppose to achieve? Ivy league is just a brand, some people ge

I don't understand how any other specific admission criteria would be better and what exactly it suppose to achieve? Ivy league is just a brand, some people get branded by it and some are not, some people because they were born to the right family, some because they got very high marks and some because they got the right skin colour. There is no "justice" as it is just a lottery winning thing, if you got branded your life would be better after. For any one who get accepted there are 100 who could replace him. You could study the exact same program and acquire exactly the same knowledge in a different university but you won't get branded, so how is it fair? There is no fair, it is just pure luck that your combination of various parameters didn't get you into an ivy, if they changed it it would be someone else bad luck. At the end of the day, who is going to be branded to be part of the elite is up to the elite, if you force them to change the rules they will just remove the branding, this branding only worth if the people who are already branded accept the newly branded.