The schools keep sticker price high to signal high quality to applicants, then price stratify (or what is referred to as price discrimination - charging different prices to different consumers not based on cost of delivery) in order to help needed revenue capture, and affect the composition of the students they bring in. With FAFSA and CSS etc., consumers are providing all the family income and wealth info needed to further help price stratification strategies. This price stratification can in many cases support more cross subsidies in the system than solely allowed by endowments.