There are a couple of lessons here that can help others:
- Cost is a fit variable. Before applying, kids/parents should run the NPC to find out, with reasonable accuracy, whether a school is affordable. It makes little sense to apply to a school that isn't.
- There are options for middle- and upper-middle-class families who make too much to receive a lot of aid and are not cash-rich: taking off the prestige goggles, a lot of schools offer substantial automatic and/or competitive merit scholarships and many in-state publics tend to be affordable (at list price) for mid- and upper-mid families. It might require some budget and investment adjustments, but worthwhile endeavors sometimes do.