UCLA I got back in the era where it was both a lot easier to get admitted OOS, and not so expense OOS. Like, way back in prehistoric times when I was applying, there were some pretty well-qualified upper middle class kids in my midwest public HS applying to UCLA because it had a reputation as a fun place to go to college, and was at least a bit more reputable than like Arizona State (not that none of them went to Arizona State!).
I think that then puts UCLA into that broad category of colleges that used to be Targets or even Likelies for a lot of kids, and now are Reaches, and not everyone can really wrap their heads around that change. Even so, we get a kid going to UCLA from our feederish HS in the East periodically–more to Cal these days, but UCLA is sometimes still on the list.
Yeah, USC in particular is a bit of an odd duck in that it is kinda large for a private and maybe less distinct from a UCLA than most privates.
But I was more talking about, say, a UC Davis. To be very clear, I think UC Davis is an excellent public university and a great option at in-state tuition rates. But the OOS cost for UC Davis is up to like $80K. And Davis is a nice college town, but there are nice college towns all over.
Now conversely, I think some people underrate how competitive UC Davis is academically, just because it is not Cal or maybe UCLA. Like, personally, I see it as an academic peer of, say, Wisconsin, Illinois, or Washington. And that is not because I have a low opinion of Wisconsin, Illinois, or Washington, it is because I have a high opinion of Davis.
But colleges like that are around $20K less per year than Davis, give or take. And that is the part I have a hard time wrapping my head around, why people not from California would be targeting colleges like that given the big cost difference.