Higher education researcher and founder of Tuition Fit and Pathways, Mark Salisbury, explains how college pricing actually works behind the scenes. He debunks four common myths: that all colleges are too expensive, that in-state public universities are always the cheapest option, that net price figures are entirely accurate, and that financial aid is a limited resource.

He outlines how colleges set sticker prices as messaging tools, use "financial aid optimization" (algorithmic discounting designed to extract the maximum each family will pay), and engage in what he calls surveillance pricing by monitoring demonstrated interest and FAFSA data.

To conclude, he offers practical advice: focus on post-graduation outcomes rather than prestige, establish a price range early, use net price calculators and tools like Tuition Fit, and remember that people succeed at every price point.