That squabble started happening 10 years ago, as universities started shifting far more money to marketing efforts for prospective students. I was working for one of the biggest companies in the higher ed space at the time, and following those dollars became its highest priority.

But you are right, it is going to get ugly as more students question the value of an education versus not or look to other alternatives. The higher ed balloon is stretch pretty thin right now and easy student loans are the only thing left inflating it, IMO.

It's going to pop, and I wouldn't want to be employed in higher ed when it does.