Also, the fact that they don't explicitly offer athletic scholarships in no way detracts from the fact that they offer scholarships carefully calibrated to what they think the parents can afford to every student they want.
Or how the alumni network will show up to give scholarships to prospects who are on the fence. “Oh, you’re thinking about that full ride from State huh? Well wouldn’t you know it, the Smiths just told me they really want to endow a scholarship…”