From what I understand, they add a personal comment to letters adressed to very strong applicants - those few they know for sure will have to decide between several top universities. The whole idea behind such letters, especially "likely"- letters, is to try and convince those students that the university really wants him/her.
A very strong student who chooses to attend will not only raise the intellectual level on campus - but it makes the college look better since good students=better statistics=makes xyz college look better when compared to others.
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