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Also everyone quotes Ivy League MSRP prices as if every student is paying them. In reality, Ivy League financial aid is the most generous, and the actual tuition paid over the past couple decades has been decreasing, unlike public schools where it's been increasing significantly.

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At USC something like over 2/3 of kids are on some form of aid.

Aid = student loans.

No they give tons of scholarships and grants which amounts to a lot more than the loans these days. At least when it comes to tuition. This is true for private schools at all rankings.

Jacking up tuition then offsetting it with scholarships is both a bigger phychological drawn for students who end up paying the same, plus gets more money from the small set of students for whom money is no object.

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