How commonly is college brand/prestige/selectivity an important "fit" factor?

I guess it depends. I took it as “any” but if you meant your own, then that’s what you meant.

Depending on the flagship (some would consider Florida in the 40s as elite, others not), it could be more expensive. Then there’s Michigan in the 80s. Of course, flagships vary in price too - and yet some elite students get merit.

All good - just was seeing if one could have worked (had the student chosen that direction).