> Are Colleges and Universities pocketing the money?
They are. Why wouldn't they? Kids and parents can get massive loans from the government, it would be silly for universities and all their admin staff to pass up the opportunity to enrich themselves.
Universities have started to compete on which ones have more gyms, clubs, luxury dorms, various interest groups. Well, the basket weaving club needs an instructor, a secretary, a janitor, a new facility, a maintenance person for it etc. Some of them may be friends and cousins of the existing administrators, but you're not supposed to notice that too much.
I couldn't stop laughing when I visited my alma mater, a decade later and seeing how they had build a brand new gym with a huge lazy river around it. In my head I could hear the enthusiastic tour guide "Your child can type their homework while floating around in a lazy river, isn't that great!". But then, of course, I realized that it was my tuition that has paid for the lazy river.