Steve Ballmer was talking about how healthcare costs have gone up like 400% over a 30 year period but expected lifespans only increased by .6 years. We’re pahing exponentially more for relatively insignificant gains.
The table on page 11 summarizes the story. The big consistent increases in spending are on student services and academic support.
The growth in spending on student services covers a lot of things. One big chunk is explained by the trend toward organizing and professionalizing things that were historically handled in a sort of ad-hoc manner by a student's academic advisor, sometimes by the Greek system, or by nothing at all: Career counseling and networking, academic advising, mental health services, stuff like that. Another big chunk is non-academic, non-instructional activities like student clubs and athletics. I believe advertising costs also tend to get lumped in under the "student services" budget item.
Academic support is stuff that's related, but maybe not quite so directly student facing: Dean's offices, instructional material development, the IT department, stuff like that.