As tuition discounts skyrocket, college aid is not equitably distributed

The bottom line on college tuition is that there is no bottom line.
At most four-year institutions, admitted students are quoted all sorts of different prices. Often masquerading as “merit aid” or “scholarships,” the discounts are aimed at persuading students to attend, much like online retailers dangle coupons to persuade you to purchase the items in your shopping cart.
The college coupons are a lot larger than what you might get at Target – sometimes knocking off $30,000 or more from the published “sticker” price. The discounts are tailored by commercial algorithms that use each prospective family’s circumstances to find the right number that will tempt a student to enroll. That’s why college students on today’s campuses are paying different prices for their degrees, just like we pay different prices for our airplane seats.
Tuition discounts have been escalating in recent years, according to Department of Education data released in July 2023. More students are getting even more ..