You may have noticed that some colleges seem to be marketing their cost of attendance in a variety of new ways. Seton Hall University in New Jersey recently announced it was slashing prices by two-thirds for top students only [1], says Stephen MacDonald, president of Lebanon Valley College, for the Washington Post. Now, Seton Hall isn’t the first and it won’t be the last institution to do this. Lebanon Valley College, the institution that I lead, has done this for years [2]. The only difference is that we disclose a student’s merit aid [3] up front. Why?