College has gotten so expensive that it's a big cost for pretty much every family. There have been many articles about how no one pays the rack rate anymore, so it's not really as expensive as it seems.

Yeah, I've been amused at the recent outrage about the theoretical possibility of grocery stores using "surveillance pricing", when colleges have been doing that on a massive scale for decades, literally requiring families to list all their income and assets so they can decide how much to take.

You misunderstand: they are requiring families to list all of their income and assets so they can decide how much of a discount to give you.

See, they're just trying to help.