Have We All Realized that College Rankings Are Based on Legacy Marketing, not Education provided?

Rankings are like a lot of other tools we use to target possible schools for our kids. I by no means believe college rankings are foolproof, but they provide a useful filtering tool. Leaving aside very targeted searches, e.g., fine arts, athletics, or agriculture, searches for liberal arts colleges can benefit from reputable ranking systems. The differences I discerned are less number by number, e.g., the difference between #25 and #27, but between larger groupings. There is a qualitative difference between schools in the top 25 and those in the bottom 25. We used the USNWR rankings of both national universities and liberal arts schools to create a list of the top 60 from each or about 100-120 schools. When we applied filters including geography, size, and environment (city, suburban and rural), the list pared down remarkably quickly. Finer points including prospective majors and areas of study, specific programs (including international study and internship programs) and, of course, affordability, reduced the list to a manageable 15-20 schools which we eventually reduced to 10. Parents and students choose schools for many reasons, some of which are not quantifiable by rankings and reputation. That’s all good. The goal is for a good college experience, both academically and socially, and for the creation of potential to move on in the world post-graduation.