While it is true that I did misread your post that does not make what I have said irrelevant. My point was that having college educated parents does not really position a student to make an informed decision. I talked about accreditation but that carries over just as easily into price comparison and financial aid as well. I once filled out a FAFSA. That has given me no keen insight into financial aid. If the FAFSA is still the norm when my kids go to college I expect they will fill it out. It's a form. It tells you what information is required and every school, B&M or online or for or non-profit, all have financial aid representatives who guide you through the process. Unless a parent works in higher ed they have no guidance to give on the matter. Parents typically either refer to the FAFSA generically as "financial aid forms" or think of it as a part of the application process. I've had at least a handful of coworkers and colleagues say things like "I need to hurry up and do my taxes because (kid name) is filling out his/her college application." Part of it may be ignorance. Part of it may be a desire to not publicly admit that you are seeking financial aid. Both of my parents attended college. Neither utilized government aid. When I applied to Scranton I checked a little box on the application that said "I intend to apply for financial aid." I didn't need guidance to do this. I knew that my family didn't have the capacity to pay cash for tuition. After I checked the box I was contacted by a rep who had me fill out the FAFSA and walked me through the process. My point, whether we are talking about accreditation or financial aid, is that the things you are stating that for-profits "do" are also in the playbook of non-profit and public universities. You stated that students ignorantly go to for-profits out of "convenience." I simply stated that traditional students often choose a school based upon having a parent who is an alumnus/ae or because a school is geographically convenient. You stated that the for-profits rely on marketing. I pointed out that non-profits and publics also market and have marketed for many many years. And you see no possible connection between the two?