Revenue maximization by way of price discrimination. Charging $x as the list price but giving 65% of students a big need-based financial aid package is a lot mo

Revenue maximization by way of price discrimination. Charging $x as the list price but giving 65% of students a big need-based financial aid package is a lot more palatable than saying the price is $x unless you're rich or foreign, in which case it's $x * 3, even if they're functionally equivalent.