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To be or not to be? A college on the East Coast uses "The Place to Be!" as its tagline. And why not? Everyone has to be somewhere. But unless the school wishes to target modern-day Hamlets who haven't decided whether to be or not, it has zero impact.
Talking about affordability can be a scary conversation for a recruiter. That is part of the reason more and more institutions have moved to transparent merit policies and other "entitlements" with clear eligibility criteria.