Universities exist for more than just preparing people for the job market. If that is the major goal, then businesses ought to be directly taxed to pay for them. And yes, students (and parents paying the bill) need to go in with their eyes open as to what the costs are and the job market is (if that is why they are there). I believe that an important mission for universities is to provide a place for people to explore and to become well rounded individuals, and I fear that is getting lost as higher education refocuses itself to be a job training service. In the long run, we are going to be hurting ourselves by developing a society so narrowly focused on the job market. I will be listening to this conversation over UA rebranding, but if it goes the way I think it might, I will move my support to institutions that educate for a broader life experience.