to outbuild your rivals. american colleges are driven by the pursuit of prestige, and the way you get prestige is that you get the highest ranking, which expands your market and allows you to charge more. >> so in order to go up the ladder, everybody has to keep adding more programs and more facilities at a faster rate than the competitors. >> this really was the most grandiose vision of what a university could be, that it was a place of higher learning. it was a place of research. it covered every single discipline under the sun and there was no end to its expansion. >> and that became the model. you had to integrate doing your research and needed to provide the housing, the classrooms, all the food that they needed, and the facilities that are required in order to play in the game. and that's a tough game to keep