This could be really big - completely turning feeder schools on their heads a bit. That said, I don’t see this move being successful. Probably a way to cut costs by a desperate company.
No, I’m not calling Goldman desperate simply because they have a bad name. Launching a 1.05%APY savings account and then this seem to be a very odd combination of erratic movements that are unlikely to pay off.
Once an idea like this gets even a little buzz, it becomes almost inevitable. The idea of “target schools” is a little bit like bit like buying books at a bookstore.
They probably want to appear less school elitist to market themselves better in a political sense. Whether it becomes a substantial change in where they draw from, or is just a token change remains to be seen.