I'm taking the extremely cynical view that students who wouldn't have gone to college 30 or 40 years ago are going now because society is telling them to. So the colleges are finding ways to make them happy while they're there and, as aquinas pointed out, majors for them. As I said, I'm deeply and maybe too cynical here.

Part of this is driven by employers, part by society at large, part by school and government policies, etc. But the bottom line is that students are spending less time studying than they used to and are learning less in college.

So I think we agree: "best" has a different definition for each student, and football + entertainment complex may be very high on some lists.