https://nces.ed.gov/collegenavigator/?id=123961 indicates that 41% of USC students are paying list price with no grants or scholarships, and only 22% are on Pell grants. Still, the percentage on Pell grants may be higher than at many Big Ten schools that the OP may be considering (but many places in the Midwest may be less prone to flaunting money / expensive status symbols than the Los Angeles / Orange County areas).