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Schools charge what the market will bear. Remember that private schools don't get subsidies and funding from a state's coffers as do publics.
Where I grew up and where I live now (2 VERY different areas), parents will gladly (maybe more willingly than gladly) pay full coat of attendance (COA) if it's the best fit for their kid. For us, the flagship public universities in our current state (and we have 2 in the top 30) just didn't "fit" with our oldest. Some kids just want a science/math driven curriculum like MIT, Caltech, some want Ivy only, some want a prestigious LAC. Still others want the bigger state school. It is up to the parents and the applicant to find the best fit for which the parent is willing to pay.
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....but some are more equal than others.
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