@kaukauna I think U of C is famous enough now. Yes, your aunt or granduncle or neighbors in your subdivision may still confuse it with Art Institute or UIC. Yet when in the last 3 years the Phillips Exeter and Phillips Andover have UChicago matriculations in similar number to HYPM and NYU & Georgetown, you know U of C reputation has soared among high school students.
https://www.andover.edu/files/PhillipsAcademySchoolProfile2017-2018.pdf
https://www.exeter.edu/sites/default/files/documents/college_matriculation.pdf
Honestly, I prefer the relative obscurity of the 1980’s U of C. But I am not opening that can of worms about Nondorf and ED1/ED2 ;).