From the article:
Maybe the starkest example is Washington University in St. Louis, one of the hot colleges of recent years, having climbed to No. 14 in the U.S. News rankings last year. Only about 6 percent of the freshman class in recent years at Wash. U., as it�s known, have received Pell grants, even though it is one of the country�s 25 richest colleges on a per-student basis.
This is probably related to the existence of merit scholarships at Washington University
http://admissions.wustl.edu/scholar...p-Fellowship-Programs/Pages/default.aspx . Unlike David Leonhardt of the NYT, I hope there will be an increasing number of prestigious universities that don't try to gouge the children of affluent parents in order to give some students an almost free ride.