Incentive structures are important, but not the entire story. The article makes no attempt to examine where tuition revenue is actually being spent. Without that piece, I don't find their argument particularly convincing.
The article asserts:
> Close to 70% of college students attend using federal student loans, so schools would have no choice but to adjust their tuitions to match [the maximum federal loan], or risk losing a large chunk of revenue.
But as the article points out, the vast majority of schools are non-profits. Unlike corporations, they should not be attempting to maximize revenue.
I could be wrong, but I do not think most college administrators are looking to extract as much money for their students as possible. They want to put their students on a path to success, which implies not leaving them with crippling levels of debt.
Unfortunately, colleges sometimes don't have a choice, because they have bills to pay and are not swimming in piles of cash. Which leaves my primary question—if tuition has risen so much, where is that money going?
I have not yet seen a really good examination of this question.