There are a few reasons:
1. Easy loan money. Anyone who wants to go to college can borrow the money to do so because you can't charge the debt off so short of dying, you will be forced one way or another to pay them back.
2. Increase in enrollment. College enrollment has been going up since the 1980's and kicked into high gear in the 2000's going up by 21% since 2005. In short, Millennials were told by adults they had to have a degree if they wanted to succeed so they went out and got degrees.
Colleges have seen no shortage of applicants. In fact, many big universities are turning away more students than ever, but they can charge pretty much whatever they want and people will pay it because, depending on the career, they may actually need the degree and even if they don't, they think they do. The colleges are in a position of power. They have something people need so they can charge a lot for it. People will bitch, but they still pay.
For it to be real competition there will need to be an influx of new colleges that could threaten to take applicants away, but even then many colleges have a built in reputation people are willing to pay for.
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