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<p>Probably because it is a lot clearer to say “free tuition if your family income is under $75,000” than to send people running to the net price calculator to find out what “meets full need means”. Note that $75,000 is about the 65th percentile household income in the US, and still above the median for households headed by someone age 45-54 (most likely age to have high school or college student kids). Hence, the message easily covers the lower and middle income households that it is aimed at.</p>
<p>Indeed, any school which “meets full need” should be able to make a similar promise, though perhaps with the threshold varying by how it calculates EFC, how much ESC it expects, and how much the non-tuition cost of attendance is.</p>