<p>Well, obviously, if you are getting a substantial aid package from USC such that the costs are the same, then it becomes a matter of personal fit. Heck, it might be the case that USC might actually end up costing you LESS than the UC's once financial aid is calculated, as private schools tend to be unusually generous when it comes to financial aid. Also, if you're rich, then you probably don't care about saving money through in-state tuition, so then it also becomes a matter of personal fit. And then there are some unusual circumstances. For example, I know a guy who got offered a full-ride swimming scholarship to USC, but not from UCLA or Berkeley. That's pretty hard to turn down. </p>
<p>However, if these conditions don't apply to you, I'd probably take Berkeley or UCLA over USC.</p>