“TRANSFER — Free room and board!” As I walk to class each day, my eyes inevitably land on the bold letters of the billboard looming large in the distance promoting a rival university.

While the sign has never tempted me, as I chose my college based on its proximity to home, I have wondered how our rivals are making up for that revenue and whether the offer will be enough to convince any of my classmates to transfer. This comes as my university recently took a bold move: a “tuition reset” that slashed the price of tuition while reducing academic and athletic scholarships. The result? Students ended up shelling out more money overall.