Also, it’s a very conspicuous social status marker and greatly contributes to the network of people that you have for the rest of your life. Not that it’s worth it for most colleges, but people believe, and no one likes to make less than rosy assumptions about themselves or their child.
Couple this extreme demand with an unlimited source of money, e.g. taxpayer funded student loans. Now a college can state whatever price they want, and the buy will be able to pay it! All they have to do is apply for a loan they are guaranteed to be approved for, and many times the parents are on the hook as well due to co-signing in the case of private student loans.
Not a single person does any cash flow modeling during this business of borrowing tens and hundreds of thousands of dollars on an unproven adolescent. Imagine a lender’s requirements for any other scenario where this much money is borrowed. All because it’s all taxpayer guaranteed.
https://reason.com/2015/12/21/new-study-the-main-thing-makin...
This powerpoint was on one of the public UCLA websites, but I don't remember which one.