IME most families do consider fit as part of the equation, in the BS or private school world you don’t really have families applying just on prestige to every single Ivy or every school on the T20 USNWR list. But fit on this board is often used to mean look off the beaten path and seek out the less competitive schools. In reality, for some kids Brown, Duke or Princeton are a great fit. As is Harvard for that matter. Within academic and social fit, there is still a range of schools more often than not and your student may have a great experience at any of them.