@reddune They are discounting more since 1995 because the sticker price of a private university has more tripled since 1995 - much much more than cost of living. These are ‘fake’ sticker prices that the upper middle class cannot afford to pay. The uber wealthy do not pay attention to discounting, but upper middle class or business owners with fluctuating income do, since in most cases they cannot afford it otherwise. These merit awards entice highly qualified students who have worked hard for top grades to private schools.