Wow, there’s an awful lot of hyperbole in this thread! The world is not nearly as binary as many of you imply. It is perfectly possible to attract a broader range of students AND to preserve a unique culture, especially when that unique culture appeals to a much broader range of students than have been aware of it in the past. It’s possible to emulate SOME aspects of one’s competitors without turning into a carbon copy of them. It’s possible to use debt without “drowning,” and a $7.5 billion endowment is (a) among the world’s largest, even if it’s meaningfully lower than HYPS, and (b) much more than any of HYPS had not so long ago. Yale’s endowment in the mid-70s, when I can attest that it was the most wonderful university on Earth, had a value in 2016 dollars of less than $3 billion.
What’s really valuable about Chicago’s culture is not limited to the College, and not dependent on the Core. It extends throughout the university and unites it; that’s one of Chicago’s enormous strengths, and it’s practically unique. But no one looking at Chicago’s Economics Department, Physical Science Division, business school or law school would argue that head-to-head competition with HYPS for faculty, students, and, yes, prestige was somehow weakening the university. There’s no special process to get top graduate students and faculty, no special quirky essays to complete, beyond the faculty selecting students and colleagues that they want to have around. The culture of the university is plenty strong enough to win over people who come to Chicago and could have gone elsewhere (and, if it doesn’t, they go elsewhere; no one wins 'em all, not even Stanford).
For pretty much all of my lifetime until recently, Chicago was not really in the fray to attract the most promising undergraduate students. It contented itself with “self-selection,” and with some coasting on the value of its location and overall reputation. It got some very good students anyway, including some who could have gone to other peer universities and some who, for one reason or another, would have had difficulty with that. At least according to John Boyer, a lot of that was fallout from the disastrous, Core-centric experiment with admitting 15- and 16-year-olds in the 40s and 50s.
I think President Zimmer, who had spent his whole career at Chicago before becoming Provost at Brown, came back to Chicago and effectively said, “We compete head-to-head with the top universities in the world for everything except undergraduate students. Why should we limit ourselves in that regard? Why are students out there our faculty would love to teach, more than they love to teach some of the students we have, going to Brown or Penn, not to mention HYPS? It makes the university weaker that so few of the most promising undergraduates take Chicago seriously.” And he was right about that.
It’s not Jim Nondorf’s job to solve the university’s financial issues. (Nor are the university’s financial aid policies or merit program existential threats to its continued success.) It’s certainly not his job to change the academic culture of the university. It’s his job to generate an undergraduate student body the faculty will like and that will contribute to the university’s long-term success within the available budget, and also, through both his admissions marketing and his applicant selection, to enhance the reputation of the university now. He’s unquestionably doing a good job at both.