The whole point is only the ultra-rich (or woefully ignorant) are paying the full retail price for college. Very few people are paying $65K to go to Wake Forest

The whole point is only the ultra-rich (or woefully ignorant) are paying the full retail price for college. Very few people are paying $65K to go to Wake Forest. If they want you then they'll make it affordable for you. If they don't want you then the retail price should drive you away. If you're a sucker then they'll gladly take your money. That's the game colleges have been playing for at least the last 40 years.