HowlerKarma, you are right that the kids will have a much better sense of what they actually want by high school. One of the problem though is that it is hard to gauge the atmosphere of a particular campus unless you spent time there. Part of it is guilt on my part - I know how great these (at least mine) schools can be. I found so many people to whom I could relate and actually felt like I really belong in college.

Hmm, that's an interesting point about getting into an Ivy versus the Ivy. I haven't even looked into the Common App issue but to me the Ivies are not interchangeable as they have different characteristics (at least they did a couple of decades ago).