It also points out that Muhlenberg has a much smaller endowment. And if you look at the table in the first post, Muhelnberg has a much lower rate of top 1% (about 10%) then most of the others (at closer to 20%). Muhlenberg is the considered a bit less desirable than its neighbors in Lehigh and Lafayette and wants to increase its profile. Should be noted that Lafayette has a similar % of bottom 40% admits and higher percentage of 1%ers. It is a school that gives merit money to many families in NJ, NY and PA that make what is considered to be too much money for financial aid beyond loans but who, in reality, cannot afford to pay close to $60K per year given the high cost of living and aspiring to actually retire some day. Not all of those families are “well to do” as the article points out - many are solidly middle class at least by suburban NYC and Philadelphia standards.
Not a big fan of Muhlenberg (my son found it to be too much like his HS), but I think it serves a purpose at allowing middle class kids go to a small private college.