But note: "More importantly, the estimated net price -- what the average student actually pays after accounting for financial aid -- was much lower, at about $1,620 at public four-year colleges, and under $12,000 at private ones. Both figures are higher than last year but still lower than five years ago, thanks to recent increases in financial aid both from the government and from colleges themselves. The figures do not include room, board and other living expenses." As long as colleges appear to offer out-of-pocket prices that are substantial discounts from list price, many students will continue to think that they are getting good value for their money--as perhaps they are. The challenge for a hacker is to offer plainly better value for even less money.