Is it uncommon for schools to give more aid/merit to a student they really want?

I guess the takeaway for me is that there is a huge variability about what colleges can / will offer, and it will depend on the kid and what s/he brings to the table-- for my friend’s D, this ranged from $6k (OSU) to $57k (Williams). Most of the offers came in the $27k-$33k range. This was helpful for me in terms of planning purposes so that I could get an inkling of what I could hopefully expect to see for my D. I appreciate all the input from the folks above - thanks!