The annual college student recruitment cycle is a spectacle. Colleges jockey for attention each spring by attempting to position themselves as the best: the most elite, the most recognized, with the best faculty, academic programs, and prolific intercollegiate athletic programs. The superlatives are effusive. Institutions spend hundreds of thousands of dollars on glossy marketing publications, pumping money and verbiage into social media, blogs, scheduling costly special events, passing out promotional items that showcase residence halls, dining commons, labs and clinics, and classrooms. And sometimes these glossy tomes mention the achievements of their faculty.