I say it's a consequence of their windfall profits from 3-5% yearly tuition increases. Most institutions have "use-it-or-lose-it" budgets. Their accountants can only be so clever in finding ways to spend it, lest it pile up and get released on a state budget report. Then everyone would scream "Why does UXY have a $50mil surplus when they just increased tuition!".
If they wanted to actually compete, they would lower prices. Thats what attracts buyers.