It seems that he focuses on fit not rank. Also small classes, easier to apply to and be admitted. Seems like these schools also have “seats” to fill. Using the theory the more people that know about them the more chances to apply to them.
I went to one of their college tour fairs outside of Chicago 4/5 years ago or so and the whole event had such a different positive vibe to it. We were looking for some specific programs and if one school didn’t have it or was not strong in it they would actually recommend another school there… Kinda cool. Also very packed like standing room only… We thought no one would be there… Lol… Pro Hint : go early if you want a seat for the presentation…