In most cases what colleges are doing here is changing their tuition model. Most private schools have a high discount rate now. This is a relatively new phenome

In most cases what colleges are doing here is changing their tuition model. Most private schools have a high discount rate now. This is a relatively new phenomenon where almost every student pays less than full tuition. The advantage for the school is they can not only be selective with who they admit, but award more money to the students that are most desired / highest need thus increasing the chances of those students attending. This model works pretty well except it isn’t very transparent until you apply and get a financial aid offer. This can lead to some people not even applying because they think they will never be able to afford it. So a one price for everyone regardless of talent/need is making a comeback.