First and foremost, these people want to decide what is equitable. Firstly, without taking actual ability (or "conscientiousness", how much effort kids are willing to put in), and secondly, they're human. They're corrupt.
I can't imagine colleges doing much beyond lots of AI interviews in the near future. That's if there is even a point in getting 95% of degrees anymore anyway.
It has changed education. And people who have kids nearing college age, who have noticed, will be able to help them navigate this world in a much more useful way than people who tell their kids to take on as much debt as they can to go to any university they want.
The pipeline that fuels our decision making of what to focus on in primary/secondary school as it relates only to what will help them stand out in a college application and our decision making of what a university-level education means as it relates to getting a job is fascinating.