Couple of interesting things I learned during this process:
1. How much money colleges make from the application fees
2. How interesting the "college search and prep" industry. It is really profitable (we didn't use it but I know a friend in the Twin Cities who engaged in the college search and prep services (it started with $2,500 for student interview re: preferences and grades, etc with the firm providing 12 schools that would be possible good fits to $4,500 for 6 sessions basically to keep students on schedule with personal statements, essays, etc)
3. Applying to "top tier" colleges is probably harder than applying for a job these days
WTH didn't even know there was a college search and prep industry. That seems like a scam pick some schools you like with majors you like and apply.