Higher ed will spend every penny they can squeeze out of citizens or out of government. It is about sales and marketing, and whatever the market will bear. Higher Ed is now a business, and tries to operate like one. Example: Colleges Stop Exorbitant Price Increases After Congress Caps Student Loans
Somehow, over time, and no doubt due in part to government involvement, the historically non-commercial areas of hospital care and higher ed have become commercial enterprises.