America’s priciest college seeks to shed that label

Colleges and Universities A-Z Sarah Lawrence College
1

“It is somewhat challenging for a college to be known as the priciest in the country. Sarah Lawrence College in New York, which has held that distinction for the past few years, is taking steps to let another institution have a turn.” …

http://www.washingtonpost.com/news/grade-point/wp/2015/04/03/private-college-in-n-y-priciest-in-the-country-seeks-to-shed-that-label/

2

I don’t understand. Does a family deciding between Sarah Lawrence and say, Hamilton, decide to go to Hamilton because Sarah Lawrence is the most expensive school in America – costing $1000 more than Hamilton??