Colleges generally have an element of idealism and aspirations above explicit pursuit of money. My gf is a professor at a big university and, while money is extremely important, it is more for funding purposes rather than delivering a favorable report to a board of investors who will ruthlessly pursue profit with no other consideration.

Money comes through grant research as well. So there isn't a sole focus on tuition as a form of revenue.

If anything, there is political pressure to reduce tuition costs at many universities.

Hope this helps.