I don't disagree. But, at a time when the cost/benefit ratio of college is challenged every day in popular discourse, maybe colleges have no choice but to embrace "The customer is always right" as a fundamental value.
Yeah, and that's how a college can really show some hustle and outcompete. I mean, imagine an idealistic 12th grader with a social justice bent. Does she choose a college that merely pays lip service to her righteous values, or does she choose one that jumps right into the trenches alongside her, blasting a megaphone and waving a giant sign?