Yes, Ford came out with a price increase that matched the rebate. And why shouldn't they? If you're not going to address the root cause (of college education pricing or nonsensical degrees, or whatever) then of course they're going to take advantage of the system. Part of the reason Colleges and universities don't give a damn about their tuition is because they know kids have to sign up, and those debts won't be discharged ever. That's why lending institutions benefit. The whole thing needs to be gutted and redone. But no, lets just give people money.
Higher education is about being exposed to various ways of thinking and discovering your own interests, passion & voice. If they are only valued by the metric of training to be a good worker, you've missed the plot.
My formal education is a BFA in Sculpture. It's opened many doors simply because it trained my mind to explore and see relationships where no obvious ones might exist. While I've gotten one-off gigs, there wasn't a straight career path other than academics, hollywood or the gallery scene. None of which appealed to me.
We have a nation of dumb and dumber equated and at times elevated above subject matter experts.
If you think that colleges and universities are not competitive against each other, it's more a reflection of your experience then that of a broader truth.