I wonder how much these measurements actually matter, for a place like Columbia. I mean, I can see why, like, people might want to look at the list and see "hey this school I've never heard of is actually OK." But like, people don't find out about Columbia from this list, right? It is, uh, older than the country "U.S. News" is named after and an Ivy League school. Not having them on the list just reflects poorly on t…
On the other hand, Coca-Cola spends 4 billion of dollars every year on advertising.
I dunno, nothing about advertising makes sense to me, so I guess I have trouble evaluating this kind of thing.
Common sense would tell you that you don't give 4 billion dollars to the guy who says "I'm really good at convincing people to part with their money -- whether they should or not!" But then I don't run Coca Cola, so I guess they've figured out something I've missed.