No personal experience but a friend of mine sent his twins to college last year. High stat kids with great ECs. Would have been competitive at most schools.
But from the get go they focused on northeastern / mid-Atlantic public flagships and private schools that offered good merit and were strong in their major (each had a different major). He was clear about what they would be able to afford, and that quickly eliminated all the Ivies and other T-20s.
One ended up in-state, and another in a neighboring state, with good merit $$ at leading schools. Both twins are very happy with their choice.