The FAQ on the site says
Contributions from campus stakeholders (e.g., campus Hillel and Chabad directors) were also utilized to inform the campus profile narratives
but that may not be accurate or may not apply to all schools. Do you happen to know of specific examples where these individuals were not contacted or didn’t contribute? It would be helpful in understanding more about how the ratings were determined, and maybe help students or families who are not personally familiar with the specific schools.