I also find that objectionable. However, recalling my own college admission process, I think we have collectively determined that this opaqueness is basically working as intended. We are now treating it as a rite passage that qualified high school students can be mysteriously rejected.
I applied to 6 colleges (not counting those outside the United States), which would be considered an extremely low number today. I have colleagues who have kids applying to colleges right now so I know. Everyone is applying to more colleges just to counteract these seemingly random rejections.