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As James pointed out here once, the terminology changed but not the action. A true "recruitment" would imply that groups are seeking out certain qualities and when and only when they find them, asking those people to join. It's a one-sided process, with the power in the hands of the person being recruited.
So if we keep using this false terminology, it's no wonder that rushees think that they have the upper hand and can pick and choose, when actually the selection process is mutual and in some cases, skewed far more towards the sororities.
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It is all 33girl's fault. ~DrPhil
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