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I do think kids are applying to more schools than they used to. I'm sure being in the B1G helps Rutgers, but I think the Common Application helps more. From what I've read, many schools have had record numbers of applications this year.
Kids are, on the whole, applying to many more colleges than they used to. The common app has done wonders for that. I've had kids recently who were applying to literally 15-20 schools.