
In "The Price You Pay for College," New York Times columnist Ron Lieber demystifies the biggest financial gamble families make. Beyond sticker prices, he reveals hidden merit aid secrets that elite universities don't advertise - knowledge that's transforming how smart parents approach the $300,000 question.
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A family earning $150,000 a year sits at their kitchen table, staring at college acceptance letters. Their daughter got into her dream school-a prestigious private university with a $75,000 annual price tag. They've saved $50,000 over eighteen years. The math doesn't work. They feel like failures. But here's what nobody told them: that $75,000 sticker price is fiction. Welcome to America's most bewildering financial labyrinth, where the cost of higher education has become a shell game that would make a Vegas card dealer blush. Four years at a state university now exceeds $100,000. Selective private colleges demand upwards of $300,000. Yet 89% of private school students receive discounts averaging 52.6%-meaning two classmates might pay wildly different amounts for identical educations. When COVID-19 sent students home mid-semester, it exposed uncomfortable truths: families had been paying premium prices for experiences colleges couldn't consistently deliver. The question isn't just whether college is worth it-it's whether we even know what we're buying.
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