[markcerqueira]

Princeton went about it the way Brown is striving to do now: meet 100% of a student's financial need with grants and no loans. You don't need to lower tuition (and hurt "prestige") if you can do this.

> Richer universities have no incentive to do so because they can attract enough full-paying students and have a large enough endowment to pay for everyone else.

From personal experience, this statement is wrong. A lot of my classmates at Princeton were not paying the full sticker price. Princeton also has a need-blind admission process so admissions and financial aid are kept (on paper at least) separate.