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Also folks keep in mind that receiving a full ride at a Top 10 school or even a Tier 1 school is incredibly difficult. The people who receive these full rides are pretty much deciding between the full ride and an HYPS. I am not joking on this. These programs as Byerly said were created to poach HYPS kids. I was a poached kid, but just_forget_me politely declined.
Also, you have to look at it strategically from the point of view of a college. Colleges like Duke are heavily investing in their student body (i.e. poaching top students via Robertsons, A.B., etc.) because they are banking on the fact that these students will go on to accomplish great things in the next twenty to fifty years that will both a) greatly increase the university's endowment (because relatively speaking their endowments aren't "big") and b) increase the reputation of a school like Duke (thus attracting and increasing it's academic preeminence and "status"- much like a HYPS).
As one of my good friends put it, "They are investing in your future".
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