They only offer financial aid. It is a distinct application process (at least was was I applied). But that financial aid is extremely generous. I.e. you can have family income of over 100K and still qualify.
A high school friend who went to an Ivy missed this part. She thought that not offering merit scholarships meant you couldn’t get any money to reduce the cost.
Because of this, high achieving, middle class students often go to state schools, which often give merit scholarships (top-20 schools don't), and have much lower tuition.
Some people have already pointed out that top tier universities have been discounted for the last decade. But even in 2000, Harvard college cost less than half of what it does now. Taking out loans to pay for Havard in 2000 would be the best investment you could ever make in your life, just considering that same inflation that partly raised Harvard’s tuition price also reduced the real cost of your debt.
I believe the underlying problem is not financial literacy though.