For the sake of argument - college tuition is sort of like airfare. The full fare price is what it is, but not everyone pays that - and its complicated on who pays what. Especially with private schools who have more discretionary endowments. A local student might get a local student scholarship - one of my husband's discretionary grants was specifically for students from within a ten mile range of the inner city campus who did not do great academically, but had shown potential - which was my husband - lousy grades his freshman and have his sophomore year, then he figured it out and his grades improved - topped off with excellent test scores. It was a grant specifically for under achieving local low income students. Someone else without all three of those attributes wouldn't have gotten the money.
Now, was it fair that another kid who had a better GPA might not have even gotten into the school, much less gotten aid? Maybe not, but it wasn't fair that my husband was raised by a single mom in poverty and got stuck in a public high school that was underfunded and performed poorly, where graduation wasn't necessarily a goal. Life isn't fair.
I agree that it is possible to qualify for grants, scholarships, etc, but everyone should go into the process planning to pay the full amount, unless you are at the poverty line with a 4.0, in which case grants and scholarships are a much safer bet. I don't have a problem with applying to unaffordable schools even, if the student is fully aware that actually attending is dependent on what's in financial package (not loans).