Like any data set, there’s certainly the opportunity and incentive for schools to game their rankings. Cough cough Northeastern cough cough. Since “what gets measured gets managed.”
But I actually used the USNWR rankings to find Tulane as a potential school for my kid. We had some general parameters for schools but felt the need to have a few more schools on the list. If you are going to apply to schools like A, B and C, then why not also apply to similar schools X, Y and Z?
Tulane, which wasn’t on our radar at all, was one of the XYZ schools and ended up being the one. I doubt I would have found it if I only had a bunch of raw data tables instead of a shopping guide.
But we didn’t pick Tulane at #50 because is was “better” than #55. That obviously makes little sense.