I agree with the notion that anyone should apply if they know their first choice of school, but the ability to invest the time and money to see the schools and meet the students is significant. Knowing where to apply ED is hard, and I imagine very difficult sight unseen.
I also think it’s VERY hard to commit to a financial commitment without knowing options. If you are running the NPC, then in the back of your head there have to be questions about ROI and options. Am I better off at school A for $20k or a free ride at school C? If you know you’re paying retail for college and that your child is likely to gain admission to a place without merit money…it’s dramatically different.
ED without financial concern is much easier.