The College Board is licensing the personal data of students taking the SAT to colleges

[PetraMC]

Schools use these lists to recruit students they know will apply but are unlikely to be admitted. By rejecting them, the school can claim a lower acceptance rate, which many see a signifier of a school’s academic prestige.

I know this is legal and caveat emptor and all that, but I don’t see how any college could view this as “best practices.”