[dragonwriter]

> If it’s unimportant maybe they can simply eliminate it for everyone

Sticker price is an important value signal, which draws elites who, as alumnae, support the institution, so what elite universities do is have high sticker prices and then internal need-based financial aid packages that cover much of the costs for non-wealthy students. This also, incidentally, maximizes tuition revenue, as those who can pay from their own pocket or outside scholarships do pay. But maximizes revenue is incidental, because tuition is not the main source of revenue.