<p>All this “wooing” is based on statistics. The schools select a target SAT/ACT score, a gender, they select a certain zip code, a selected major, etc. All that information is from the standardized tests, as well as from a HS. Even those free flights that are offered are generally based on scores and zip codes, since the schools don’t know the actual individual income data. Return rates are also based on statistics, and the whole business is just like any other market research on any consumer goods product.</p>