I really wish people were driven by academic and social fit and not “brand”, if this were the case, people would apply to a broader range of schools (many not “elite” among those who we consider elite), probably secure scholarships at other schools enabling access to great honors programs, perhaps getting a better academic experience and easier access to special opps. than they would being an average/basic student at an “elite”. The willy nilly dual application thing to Oxford bothers me and can be semi-problematic in implementing their strategic goals. Good luck getting full buy-in of the biggest changes to most of the programs when many feel like they are “passing through waiting on Atlanta”. It is extremely hard to make their recommended changes at a place like Emory with a 4 year experience. Making them into a 2 year experience and delivering to students who maybe didn’t anticipate or desire it is kind of rough (and then I find that reference points can be a hindrance. Students who embrace Oxford for Oxford will take pride in things like capstones and discovery seminars, but many/most will compare it to the comparatively relaxed and flexible experience in Atlanta. You even see this with course work at schools. There will be 2 instructors for the same course, and one instructor who means well may teach completely differently and more rigorously than the other. Students find out about the alternative and raise hell, because the alternative is what they expected. If they expected or anticipated the course to be the other way, then their would be less backlash than if they had no or low expectations). I think they are right for trying, but I wonder how it will be received and if it will last.