The real problem is that society is more and more treating universities like companies that sell a product instead of educational institutions. The idea that "I paid for this, so I deserve it" is toxic.
The public transit in my city is plastered with advertisements that have headlines reading, "Get a career in X!" These campaigns are being run by every one of the local universities, and quite a few ones that are further afield, too. It seems like the only ones still advertising an education rather than an income boost are the city colleges.
Like it or not, incoming students' perception of the nature of their college education is going to be driven by the admissions office's hijinks. Faculty don't get to talk to them until later.