As the article states: advertising, admissions, administration, non-academic student programming, athletics, etc. Much of this seems like cosmetic fluff, proba

As the article states: advertising, admissions, administration, non-academic student programming, athletics, etc. Much of this seems like cosmetic fluff, probably intended to attract students (also, wealthy parents). Go to almost any competitive university in the U.S. and look at the groundskeeping, the promotional materials put out by the administration, the proportion of campus infrastructure dedicated to whichever sport is most popular. The modern American university is as much a brand as any other large consumer-facing corporation.