One big reason that college tuition keeps rising is that government is heavily subsidizing college tuition. I bet universities would find ways to lower tuition rates if the federal government and state governments reduced grant and loan amounts to any school with tuition over, say, $250 per credit hour. Or, if the criteria to qualify for grants were changed so that grants were only given to students from households that earn less than, say, $75K per year, I'd bet good money that you'd see many universities adjust their tuition rates downward.