This is larger trend that extends beyond the university. The US has been transitioning for years into more a meritocracy, rather than an historically elite group of people for whom powerful and wealthy classmate families / connections defined the politics, industry, and elite of this country. It seems most of the Ivies and elite schools today (with the highest endowments) market themselves as meeting the financial need of students they accept need-blind. Maybe they vary in the percentage of accepted students who are qualifying Pell Grant students, but this will continue.