The article says USC will now be the most expensive which is not a source of pride as mentioned above. Regarding all their generosity, If you see the demographics of the majority of merit scholarships at USC you will see they are able to kill two birds with one stone (which is a harsh old saying). They give merit to many that would get aid anyway. Not all, but most. That is why the scholarship dorm is being called one dimensional if you didn’t catch that. Total middle class squeeze out there even more than other places.