In the end, we’re the consumers, and therefore the ultimate decision makers. The application process can make it seem like they have all the cards at that stage, but once they want you as a student, now they are basically applying to you.
And honestly, that’s the fun part! Competing offers from colleges which all want you, how cool is that?
So that’s the spirit of that comment. If a college that wants you doesn’t given you a good enough offer, well, now you get to reject them. Not that you have to be mean about it, but it is a competitive world and they simply did not win your business.