Still, I don't think anyone advised 10 schools when I was a high school student. I remember most people applying to 4 or 5, and something like 7 would be considered a lot. This is one of those game theory things, though, where if everyone is applying to 5, you can apply to 5, but if everyone is applying to 10, your chances at each school are less certain, so you have to apply to 10 as well.
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