MIT has the luxury of being prestigious enough that they can be really open and honest about what it's like there. They don't have to chase after anyone - just provide a certain environment, and describe accurately what it is, and the people who belong there will get there. Some others who don't belong there and think that these kinds of description are puffery may also get there, and may be miserable or flunk out or whatever, but at least the ones who need it can find it.