I agree. Top schools are a reach for almost everyone (unless they have a parent who built a building on campus or something). There are so many excellent applicants that these schools have to turn down many students who are highly qualified.
IMO a great match school is one where you feel you have at least a 50% chance of being accepted, you believe you can afford to attend, it has your academic interests, it feels socially comfortable, and it has all or most of the other things you want in a college (ex. Greek life, location, size etc.)