I believe that financial incentives can be added to the mix. Colleges that are looking for a certain profile of students can provide a discount x% of their fee

I believe that financial incentives can be added to the mix. Colleges that are looking for a certain profile of students can provide a discount x% of their fees. This is shown to the student who can similar rank the colleges for this. On the other side, a student should not be allowed to pay his way in, so might be problematic?