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parents are willing to pay because they believe that college - by whatever mechanism - enhances their kid's future career success.
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Two things....
1) I do believe that college itself enhances future career success as opposed to not going to college at all. What I don't believe is that going to X college is going to enhance greater economic success as compared to going to Y college.
2) I would pay for a college education even if my child NEVER worked a day in her life upon graduation. Why? Because I value education for its own sake. To be educated. And for the four year experience while there. Let's say my girls decide to become stay at home moms some day. Their educations will have been still worth it to me.