High selectivity means that the college or university has successfully marketed their school or product, succeeded in convincing a large number of students who they know will not make the cut to apply, collecting the fees (30,000 applicants x 85$ fee =2.55 million $), disappointing many to get a very low selectivity number and thus rise in the ranking of US News and World Report. Pretty sick behavior actually.
If this admissions dean was sincere, he would stop market his school aggressively, give honest and realistic information to prospective students, and care more about the young people that the rankings. Do not hold your breath for that to happen.