Because they think a "diverse" student body is better than one comprised of the best possible students, so they tweak the process to admit more blacks and hispanics.
I think it would just be easier to be more honest about it rather than judge by "personality."
One criterion which would actually achieve what they want (and in fact greatly improve the diversity of any university) is to take into account the income/wealth background of applicants. It would not only allow more people of color, it would also open up the application process to poor white folk too who are also in a disadvantaged position in society. If there is anything that Harvard and Ivy's lack, it is the perspective of working people.
One criterion which would actually achieve what they want (and in fact greatly improve the diversity of any university) is to take into account the income/wealth background of applicants. It would not only allow more people of color, it would also open up the application process to poor white folk too who are also in a disadvantaged position in society. If there is anything that Harvard and Ivy's lack, it is the perspective of working people.