I, too, get that it would be nice if all parties in every transaction were completely transparent about things, but total cost of attendance, tuition, room, board, fees, etc. are only a google search away. If you haven't checked into those before applying, you just aren't trying hard enough. And you certainly should be investigating costs after acceptances and aid awards roll in.
Oh, and you can play the financial games too - even with a school that says they don't negotiate financial aid. For us the college search came down to the final 2 schools, The Prestigious Institute (TPI) and Better Fit College (BFC).
TPI was offering a slightly better aid package, so DD expressed to BFC that she likes them, but going to TPI would let her graduate with less debt. BFC, after reviewing TPI's aid package, upped DD's award. I suppose it technically wasn't a negotiation, but it sure felt kind of like one.
Best of luck,
--S.F.
