Acs, I work at a college, so it's all in terms of reports. Reports that state that there's more of a population of students at college age right now (a bubble so to speak) and more students than ever apply and go to college than ever before-- these are two of the large driving forces.

I am aware there are decent colleges that students can get into; according to all the info I have read, it's expensive, so the colleges that offer the most aid or are the lowest price are getting the students, and the decent small liberal arts colleges are getting less students due to cost. So from what I have seen it is not due to name branding, it is due to cost. (I am at a state school so we are certainly the best date in town)