Despite of the rising cost of a college education (or perhaps because of it), there appears to be a rise in the amount of merit-based aid that is being awarded. And this type of aid, has nothing to do with need.
http://www.nytimes.com/2012/07/22/education/edlife/a-rise-in-students-receiving-merit-awards.html?smid=tw-NYTEducation&seid=auto
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