@buuzn03 You are very lucky he knows what he wants and is so flexible. Goatmama is correct you are well ahead.
@417WHB I think prestige matters more to some parents than others. Also, you can feel the pressure at some schools with many type A parents driving the process. (Was at a multi-school meet yesterday at this type of school for several hours and you could see and feel differences not only among the kids but among their parents). Parents who are Ivy hungry are more likely to send their kid to particular name schools because they think believe there is still a pipeline to the Ivies. Or, they believe that the chance is higher.
So for some parents, USNew matters a lot. And some parents just want to see their kid land in the right place. I know the drive is strong for the name brand (maybe moreso in the Northeast). We felt it when our kid was deciding for 9th grade. So glad kid picked based on fit. Has been a fabulous ride vs. the wildly famous school (which might have turned out fine too). And I agree, $$ factors into most college decisions. There are very few who can pay full cost at BS then college ( and usually for multiple kids).