i've considered the psychology of our position.

the difficult part is getting someone to understand that they have been vastly overpaying -- that means they must call into question their own (past) judgment, which for some people is easy, but for most people, is extremely hard (mild cognitive dissonance).

i find it especially interesting that the question is coming from a small private school, who's business model is basically the same thing. i.e. offering a superior alternative to larger, better funded incumbent institutions.