In the immediate future, as the higher-education market continues to globalize and the allure of prestige continues to grow, the value of university brands is likely to rise. But at some point, the countervailing forces of empiricism will begin to take hold. The openness inherent to tuning and other, similar processes will make plain that college courses do not vary in quality in anything like the way that archaic, prestige- and money-driven brands imply. Once you've defined the goals, you can prove what everyone knows but few want to admit: From an educational standpoint, institutional brands are largely an illusion for which students routinely overpay.